Luc Flynn

Lead Scoring SOP

Not all leads are equal. Some are gold, some are garbage — lead scoring helps you tell the difference. Updated Nov 4, 2025

Why It Matters

If sales wastes time on bad leads, everyone loses. Lead scoring sorts them by quality so you can focus on what matters.

High-score leads get immediate attention. Low-score leads go into nurture campaigns until they're ready.

How It Works

Give every lead points based on two things:

1) Who they are (Fit)

  • • Right industry or area? +10
  • • Job title matches your target? +5
  • • Wrong country or "student"? -5

2) What they do (Behavior)

  • • Filled out your form? +10
  • • Visited pricing page? +8
  • • Opened 3 emails? +5
  • • Ghosted for 2 months? -10

When someone hits, say, 60 points, they're "sales ready." Anything under that stays in nurture mode (emails, retargeting, etc.).

Example Scoring Model

Fit Criteria

  • • Located in service area: +10
  • • Business owner / decision-maker: +10
  • • Company size 10–100 employees: +5
  • • Wrong industry: -10

Behavior Criteria

  • • Filled contact form: +15
  • • Visited pricing page: +10
  • • Downloaded resource: +8
  • • Clicked email link: +5
  • • No activity in 60 days: -15

Lead with 60+ points: Sales-ready → Call immediately

Lead with 30–59 points: Nurture → Email sequence

Lead with <30 points: Low priority → Retargeting ads only

Keep It Simple

  • Start with a short list of 5–7 scoring rules.
  • Review them every few months.
  • If high-score leads don't convert, change the weights.
  • You can do this in a CRM (HubSpot, HighLevel, etc.) or just track in a spreadsheet.
  • The key is consistency — same rules every time.

Pro Tips

  • Decay scores over time: A lead that was hot 6 months ago isn't hot anymore. Subtract points for inactivity.
  • Weight behavior higher than fit: Someone who visited your pricing page 5 times is more valuable than someone with a perfect job title who never engaged.
  • Automate the handoff: Use your CRM to automatically assign high-score leads to sales. No manual checking.
  • Track conversion rates by score: If 60+ point leads close at 40% but 40–59 leads close at 5%, you know the model is working.

Implementation Steps

  1. Define your ideal customer profile (ICP) — what does a perfect lead look like?
  2. List 5–7 fit criteria and assign point values.
  3. List 5–7 behavior criteria and assign point values.
  4. Set score thresholds (e.g., 60+ = sales ready, 30–59 = nurture, <30 = low priority).
  5. Build it in your CRM or spreadsheet.
  6. Review after 30 days and adjust weights based on close rates.