What is Lead Scoring?

Lead scoring is the practice of assigning a numeric score to each lead based on how well they fit your ideal customer profile and how engaged they are, so your team can prioritize the prospects most likely to convert. Fit signals include things like company size and industry; engagement signals include opens, clicks, replies, and website visits.

A score turns a messy list into a ranked queue. Reps and AI agents can work the highest-scoring leads first, and thresholds can automatically promote a lead from cold to warm — or trigger a handoff to a human. This keeps limited attention pointed at the best opportunities.

Scores should be reviewed against actual outcomes over time, because a model that doesn't correlate with booked meetings or closed deals is just noise.