Lead scoring model

Build a practical lead scoring model using fit, intent, engagement, timing, and disqualification signals.
Sales - Lead scoring model

Who it's for

Sales managers, RevOps teams, SDR teams, Founders, CRM administrators

Get Ready

Prepare the Required Inputs listed in the Workflow Prompt. Use as much detail as necessary.

How to use this prompt

1. Copy the Workflow Prompt.
2. Paste it into your AI tool.
3. Replace the "Required Inputs"
4. Run the prompt.

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Workflow Prompt

				
					You are a sales operations analyst. Your task is to create a practical lead scoring model that helps a sales team prioritise leads based on fit, intent, engagement, timing, and risk.

### Required Input
- Offer: [Describe what is being sold, e.g. "managed payroll service for small businesses"]
- Ideal Customer Profile: [Describe best-fit customers, e.g. "companies with 20-200 employees, multi-state payroll, no internal payroll specialist"]
- Target Buyer Roles: [List buyer roles, e.g. "Founder, Finance Manager, HR Director"]
- Lead Sources: [List common sources, e.g. "inbound form, webinar, referral, outbound, partner"]
- Available Data Fields: [List data available in CRM or forms, e.g. "company size, industry, role, page visits, demo request, budget"]
- Positive Buying Signals: [List behaviours that suggest intent, e.g. "requested pricing, attended demo, asked about implementation"]
- Negative or Disqualifying Signals: [List poor-fit signals, e.g. "too small, student enquiry, unsupported region, no budget"]
- Sales Capacity or SLA Needs: [Describe team capacity, e.g. "SDRs can contact 40 leads per day", "need hot leads routed immediately"]
- Scoring Scale Preference: [Choose scale, e.g. "0-100", "A/B/C", "hot/warm/cold"]

### Input Validation
Review all inputs before building the model. If ICP, target buyer roles, available data fields, positive signals, negative signals, or scoring scale are missing or vague, ask specific clarification questions. Do not create a scoring model based on unavailable data. Pause and wait for clarification.

### Instructions
Create a lead scoring model that is simple enough for a small team to use but specific enough to improve prioritisation. The model should separate fit score from intent score where possible, because a high-fit lead with no intent should be handled differently from a low-fit lead with recent engagement.

Use the available data fields only. If useful scoring inputs are not currently available, recommend fields to add, but do not make them required in the active model unless the user confirms they can capture them.

Define scoring categories with point values, examples, and reasoning. Include firmographic fit, buyer role fit, pain or need indicators, behavioural engagement, urgency or timing, source quality, and negative scoring. Include disqualification rules for leads that should not enter sales follow-up.

Translate scores into routing actions. Specify what happens to hot, warm, nurture, and disqualified leads. Include service-level guidance such as response timing, owner assignment, and recommended first action.

Make the model auditable. Include a review process so the team can compare scores against conversion outcomes and adjust weights over time.

### Output
Provide the final answer in this structure:

1. Lead Scoring Model Summary
- Recommended scale
- Fit versus intent approach
- Main prioritisation principle

2. Scoring Categories
For each category include:
- Category name
- Point range
- Scoring rules
- Example signals
- Why it matters

3. Negative Scoring and Disqualification Rules
- Negative signals
- Point deductions
- Automatic disqualifiers

4. Routing and Follow-Up Rules
- Hot leads
- Warm leads
- Nurture leads
- Disqualified leads
- Recommended SLA or response timing

5. CRM Field Recommendations
- Required fields
- Useful optional fields
- Fields to add if missing

6. Review and Calibration Plan
- How often to review
- What conversion data to compare
- How to adjust scoring safely
				
			

Optional advanced instructions

				
					Create a version that separates demographic fit score and behavioural intent score into two independent ratings.
				
			

Example output

1. Lead Scoring Model Summary

Inputs used: Offer: managed payroll service for small businesses. ICP: 20-200 employees, multi-state payroll, no internal payroll specialist. Buyer roles: Founder, Finance Manager, HR Director. Sources: inbound form, webinar, referral, outbound, partner. Fields: company size, industry, role, page visits, demo request, budget, payroll states. Positive signals: pricing request, demo attendance, implementation questions. Negative signals: too small, student, unsupported region, no budget. SLA: SDRs contact 40/day; hot leads routed immediately. Scale: 0-100.

Approach: separate fit and intent, then combine into a 100-point score. Prioritise high-fit leads with recent buying intent, not just general engagement.

2. Scoring Categories

  • Company fit | 0-25: 20-200 employees = 15; multi-state payroll = 7; supported industry/region = 3. Matters because payroll complexity drives need.
  • Buyer role fit | 0-15: Finance Manager/HR Director = 15; Founder = 12; admin/influencer = 6; unrelated role = 0.
  • Pain/need indicators | 0-15: no payroll specialist = 7; compliance concern = 5; payroll errors/manual workload = 3.
  • Behavioral intent | 0-25: demo request = 12; pricing request = 8; implementation question = 5; webinar only = 3.
  • Timing/budget | 0-10: buying this month = 10; this quarter = 7; unknown = 3; next year = 1.
  • Source quality | 0-10: referral/partner = 10; inbound demo = 8; webinar = 5; outbound = 3.

3. Negative Scoring and Disqualification Rules

  • Deductions: no budget -10; low engagement -5; unclear role -5; unsupported integration concern -10.
  • Automatic disqualifiers: under 10 employees, unsupported region, student/vendor enquiry, payroll not needed, invalid contact.

4. Routing and Follow-Up Rules

  • Hot leads 75-100: route immediately; SDR response within 15 minutes; first action: call + tailored email.
  • Warm 50-74: contact within 1 business day; qualify need and timing.
  • Nurture 25-49: add to payroll education sequence.
  • Disqualified: mark reason and remove from SDR queue.

5. CRM Field Recommendations

Required: company size, role, source, employee count, payroll states, demo/pricing request, budget/timing. Optional: current provider, payroll error rate, renewal date. Add if missing: number of payroll states and internal payroll owner.

6. Review and Calibration Plan

Review monthly. Compare score bands against meeting booked rate, qualified opportunity rate, and closed-won conversion. Adjust weights gradually, no more than 5-10 points per category per review.

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