When leads arrive faster than you can call them, the order you call in matters. Scoring is just a way to make that order less random.
Three signals that work for most teams
- Fit: does this lead look like your best customers? Think industry, size and location.
- Interest: what have they done? Replying to an email, asking for pricing or booking a demo all say more than opening a newsletter.
- Timing: are they actively looking now? A recent enquiry beats a year-old one.
Keep the scale simple
A score from 0 to 100 is enough. Anything above a line you choose is “call today”. Everything else gets a follow-up task. Review the line every month against deals that actually closed.
Let the tool do the counting
A spreadsheet needs someone to update it. A CRM that scores leads as new activity arrives keeps the ranking fresh without extra work, and the score sits on the same record as the deal and any support tickets.
A score is a guide, not a verdict. A low-scoring lead with a strong referral is still worth a call.