Lead Scoring Logic Architect
Combine fit and behavior into a score and a routing decision.
Promising but not sales-ready, keep it in nurture until a high-intent action fires. Don't hand reps a lead that's all fit and no signal.
Good scoring needs both axes: fit without behavior is a guess; behavior without fit is a tyre-kicker. Threshold on the combination.
About this calculator
A lead scoring model that only measures fit produces confident-looking scores on people who'll never buy, and a model that only measures behavior sends reps chasing tyre-kickers with no budget or authority. This calculator builds a score the way real routing rules should, blending three fit signals and three behavioral signals into one weighted 0-100 score and an explicit routing recommendation.
How to use it
- Rate the three fit criteria, industry/ICP match, company size fit, and job title/seniority, as Strong, Moderate, Weak, or None/unknown.
- Rate the three behavior criteria, pricing/demo page visits, content/email engagement, and high-intent actions like a trial or contact request, the same way.
- Read the overall lead score out of 100, the separate fit and behavior sub-scores, and the recommended routing action.
Methodology
Each rating maps to a point value, Strong = 1, Moderate = 0.66, Weak = 0.33, None = 0. Every criterion also carries a fixed weight: fit criteria total 40 points (industry 15, size 15, title 10), behavior criteria total 60 points (pricing 20, content 15, high-intent action 25). The overall score sums weight × point value across all six criteria.
Fit sub-score and behavior sub-score are each normalized to their own 0-100 scale, weighted points earned within that group divided by that group's total possible weight, so you can see fit and intent separately even though they combine into one overall number.
The routing recommendation isn't a single threshold, it requires both conditions: overall score of 65+ and a fit sub-score of at least 40 routes to sales. A score of 40-64 (or a high score riding entirely on behavior with weak fit) goes to nurture. Below 40 is disqualify or low priority.
That dual condition is deliberate: a lead with strong behavioral signals but poor fit can't clear the sales threshold on behavior alone, since a high-intent action from someone outside your ICP isn't a real sales-ready lead, it's a data point that needs fit qualification first.
FAQ
Because a high-intent action, requesting a trial, contacting sales directly, from someone with a poor ICP match is usually a sign of the wrong prospect showing real interest, not a qualified buyer. The model requires fit above 40 specifically to prevent behavior alone from triggering a sales handoff.
Grading (see the Lead Grading Calculator) measures fit alone, an A-F letter grade purely on firmographics like industry, size, budget, authority and geography. Scoring, this tool, blends that fit dimension with behavioral and intent signals into one number and a routing decision, the two are meant to work together in a grade × score qualification matrix.
Rate what you can verify honestly and mark the rest as None/unknown, since guessing Moderate on an unverified signal will inflate the score past what your actual data supports. It's better to route conservatively on solid data than confidently on assumptions.