Lead scoring has a reputation for being complicated. It does not have to be. A transparent, rules-based score will help your team focus on the right conversations today.
Score Fit And Engagement Separately
Fit is who they are: title, company size, industry. Engagement is what they do: pages viewed, emails opened, demos requested. Keep the two scores separate so you can tell a great-fit lurker from a poor-fit enthusiast.
Set Thresholds With Sales
The score is only useful if it changes behavior. Agree with sales on the threshold that triggers a handoff, and revisit it monthly.
Decay Old Activity
A page view from six months ago is not the same as one from yesterday. Let engagement points fade so your score reflects current intent.