Lead scoring

Lead scoring gives every lead a number so your team knows who to contact first. It is most useful when you have more leads than time, or when leads vary widely in value.

How it works

Most scoring models combine two kinds of signal:

• Fit: who the lead is, such as location, business size, job type or budget range.
• Engagement: what the lead does, such as replying to a text, opening a quote, revisiting your pricing page or booking a call.

Each signal adds points, and some subtract them, such as an address outside your service area or weeks without a reply. Scores often decay over time, because a lead that was active 3 months ago is not as warm today. When a lead crosses a threshold, the system acts: it alerts a salesperson, starts a sequence or books a call.

Rule-based scoring uses points you set by hand. Predictive scoring uses your past won and lost deals to estimate how likely each new lead is to close. Predictive models need enough historical data to be reliable; rule-based models are easier to understand and adjust.

Keeping it honest

Check scores against outcomes. If high-scoring leads do not close more often than low-scoring ones, the model is measuring the wrong things. Review it regularly, and after any change in what you sell.

How it relates to Worcia

Lead scoring is part of Cadenza, Worcia's lead follow-up system, which uses the score to decide which follow-up each lead gets. See How to automate lead follow-up.