What is Lead scoring?

What is Lead scoring?

Lead scoring is a system for ranking leads by likelihood to buy. Points come from two directions: fit (job title, company size, industry, location) and behaviour (opened an email, clicked a link, visited the pricing page, attended a webinar, booked a call). A lead who fits and behaves like a buyer rises to the top of the call list.

Scores can be explicit rules, ten points for a webinar, twenty for a booking, minus five for a bounce, or model-driven. What matters is that the rule is visible and adjustable, so sales trusts the ranking and marketing can tune it against real outcomes.

Why it matters

Sales time is the most expensive resource in a small business, and scoring decides where it goes. Without it, reps call leads in list order and burn hours on people who were never going to buy, while the one lead who visited pricing four times waits. With it, the hottest lead gets the fastest call, and speed-to-lead is one of the strongest predictors of conversion.

How it works in Medivot

Medivot CRM includes lead scoring in its business plans rather than as a premium add-on: you define the rules, and scores update automatically as contacts open campaigns, submit forms, book calls and attend webinars, because all of that activity already lives on the same contact record. See the pipeline and scoring guide.

Related terms

• Lead: A person or company that has shown interest in what you sell and given you a way to reach them, but has not bought yet.
• Lead generation: Everything you do to attract strangers and convert them into leads: content, offers, forms, webinars, outreach and referrals that produce people you can follow up with.
• Sales pipeline: The ordered stages a potential sale moves through, from new lead to won or lost, shown as a board so you can see every open deal at once.
• Marketing automation: Software that runs repeatable marketing work by itself: sending sequences, scoring leads, updating records and alerting sales when triggers fire.