Lead Scoring
Lead scoring automatically rates contacts with a point value so sales reps can quickly see which leads are the "hottest". The score is made up of an automatic, multi-dimensional base score plus optional additional rules you define yourself.
What can I do here?
- View the automatic scoring across its five dimensions (profile completeness, engagement, deal pipeline, company fit, inactivity penalty)
- Create, edit, and (de)activate your own scoring rules that further raise or lower the score
- View the score distribution across all contacts as a chart
- Recalculate all contact scores at once
Step by step
- Understand the automatic scoring: Open the "Automated Scoring" section to see the maximum points a contact can earn in each of the five dimensions and what drives them.
- Create a custom rule: Click "Add Rule", choose a field (e.g. activity count, deal count, days since last activity), an operator and a value, and set how many points the score should rise or fall when the condition matches.
- Recalculate scores: Click "Recalculate All" if, for example, you want to make sure all existing contacts reflect the current state after adding a new rule.
- Check the score distribution: Look at the distribution to see whether most contacts are rated low or high.
Fields explained
| Field | Meaning | Notes/Effect |
|---|---|---|
| Rule Name | Name of your custom scoring rule | |
| Field | What the rule refers to (e.g. activity count, deal value, lead source, meetings count, email opens) | |
| Operator | Comparison type (greater than, less than, equals, contains, …) | |
| Value | Threshold or comparison value of the condition | |
| Score Delta | Point change when the condition is met | Can also be negative |
| Active | Whether the rule is currently applied | Inactive rules no longer count toward the calculation |
Values & statuses
Automated scoring dimensions
| Dimension | Meaning |
|---|---|
| Profile Completeness | How complete email, phone, company, LinkedIn, source, and job title are |
| Engagement | Activities in the last 30 days, meetings, calls |
| Deal Pipeline | Open deals, deal value, pipeline stage, won deals |
| Company Fit / ICP | Fit with company size, revenue, and industry |
| Inactivity Penalty | Points deducted for no activity over 30/60/90 days or unqualified status |
Grade (scoring_grade)
| Value | Plain-language meaning |
|---|---|
| A – Hot Lead | Very high score, high priority for sales |
| B – Warm Lead | Good score, promising |
| C – Nurturing | Medium score, needs further nurturing |
| D – Cold | Low score, currently not very promising |
Frequently asked questions
What's the difference between the automated scoring and my own rules?
Automated scoring always runs in the background and covers five fixed dimensions. Custom rules are additional, freely defined conditions that further adjust the score.
Why does a contact's score change even though I didn't change anything?
Automated scoring reacts to changes like new activities, new deals, or growing inactivity — the score is continuously updated as a result.
When should I use "Recalculate All"?
Mainly after creating, changing, or deactivating custom rules, so all existing contacts immediately reflect the new state.
How the lead score is calculated
The automatic lead score is a number from 0 to 100. It is made up of five dimensions; the four positive ones each have a fixed maximum, and the fifth (inactivity penalty) subtracts points. The final value is capped to 0–100.
| Dimension | Maximum | What earns points |
|---|---|---|
| Profile completeness | 15 | E-mail (+3), phone (+3), linked company (+3), LinkedIn profile (+2), source (+2), job title (+2) |
| Engagement | 30 | Activities in the last 30 days (10+ → +12, 5+ → +8, 2+ → +5, 1+ → +2); last activity ≤ 7 days (+5) or ≤ 30 days (+3); a meeting exists (+5); a call exists (+3); at least 3 different activity types in 30 days (+5) |
| Deal pipeline | 30 | Open deal (+8); highest deal value over €10,000 (+8), over €1,000 (+5), over €0 (+2); best open deal more than halfway through the pipeline (+7); a won deal (+10); more than one deal (+5); newest deal created within the last 30 days (+2) |
| Company fit / ICP | 15 | Company size (enterprise/500+ → +8, mid/50+ → +5, small/10+ → +2); annual revenue known (+3); industry recorded (+4) |
| Inactivity penalty | −20 (deduction) | No activity for 90 days (−15), 60 days (−10), 30 days (−5), never any activity (−15); status "unqualified" (−10); 3+ contact attempts with no activity at all (−5). The deduction is capped at −20. |
In addition, your own scoring rules are added on top of this base score: when an active rule matches, its score delta is added (or subtracted).
Grade: derived from the score and the presence of an open deal, in this order:
- D as soon as the status is "unqualified" — regardless of the score.
- A – Hot Lead when the score is at least 75 and an open deal exists.
- B – Warm Lead when the score is at least 50 or an open deal exists.
- C – Nurturing when the score is at least 25.
- D – Cold in all other cases.
When it updates: the automatic scoring runs across all contacts after every synchronisation cycle. In addition, "Recalculate all" lets you trigger an immediate run at any time. Each calculation writes an entry to the contact's score history.
How to improve the lead score
Ordered by impact — the biggest levers first:
- Create and advance deals. An open deal, a high deal value and an advanced pipeline stage together contribute up to 30 points — the single largest dimension. A won deal alone adds +10.
- Stay active. Regular, recent activities (especially meetings and calls) fill the engagement dimension (up to 30 points) and at the same time prevent the inactivity penalty of up to −20 points. Together these decide 50 points.
- Don't let leads cool down. Once 30 days pass without activity the penalty begins; after 90 days it is −15. A single new contact resets the clock.
- Complete the profile. E-mail, phone, company, LinkedIn, source and job title add up to 15 points — quick, lasting points.
- Maintain company data. Size, annual revenue and industry on the linked company add up to 15 points for company fit.
- Keep the status correct. The status "unqualified" forces grade D and also subtracts points — set it deliberately only.