Lead scoring has a reputation for needing complex enterprise software. A simple version can be set up in an afternoon on almost any CRM or spreadsheet, and it still meaningfully improves where your sales team spends time.
Start with three or four signals
Company size, stated budget, engagement level (opened emails, visited pricing page) and how they found you are usually enough to separate a promising lead from a low-intent one. You do not need dozens of weighted variables to see value.
Score behavior, not just demographics
A visitor who viewed the pricing page twice this week is a stronger signal than a title that sounds senior on paper. Behavior tends to predict readiness better than firmographic data alone.
Review and recalibrate monthly
A scoring model set once and never revisited drifts out of sync with what is actually converting. A short monthly review — comparing scored leads against which ones actually closed — keeps the model honest.
A lean starting model
- +2 for visiting the pricing page
- +2 for opening two or more emails in a sequence
- +3 for requesting a demo or call
- +1 for company size within your target range
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