Gen AI Library · Automation · Free
Lead scoring starter model
Quick answer: This starter model scores leads on fit (who they are) and intent (what they did), subtracts points for negative signals, decays scores over time and hands over at an agreed threshold. It is simple enough for sales to explain, which is why they will use it.
Why it works
- Sales trusts scores they can explain; this one fits on a page.
- Fit and intent are scored separately, so a perfect-fit lead who has done nothing doesn’t look hot.
- Decay and a quarterly review stop the model rotting.
Made for
- First scoring model in HubSpot, Salesforce or Marketo
- Replacing a model nobody trusts
- Aligning marketing and sales on handover
Preview
Fit: job title matches buyer roles +15, company size in range +10… Intent: pricing page visit +10…
Get the full resource, free
One email unlocks everything in the library. Inside this one:
- The scoring sheet with starting points
- Negative signals and decay rules
- The handover agreement template
- The quarterly review checklist
Questions people ask.
What score should a lead hand over at?
Start with a threshold sales agrees to, such as fit and intent both above a set level, then adjust after reviewing closed deals.
Should I use predictive (AI) scoring?
Start with rules. Add AI once your data is clean and you have enough closed deals to learn from.
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