Lead scoring
Ranking leads or accounts with a number built from how well they fit and how engaged they are, so the best ones are worked first.
A lead score usually adds two kinds of points. Fit points come from who the lead is: an ICP industry, the right company size, a senior title. Engagement points come from what they did: opened a pricing page, replied, attended a webinar. Above a threshold, the lead is passed to sales.
Scores go wrong when the points are guesses that nobody checks against outcomes, or when engagement swamps fit, so that a student who reads every blog post outranks a buyer who visited once. A score is more useful when each part can be explained ("fits the ICP, hired a new VP of sales last month, visited pricing twice") than when it is a single opaque number. Review it now and then against the deals actually won and lost, and drop the inputs that do not predict anything.
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