THREE-DIMENSION SCORING MODEL
Every lead is scored across three independent dimensions. Total score: 0-100.
Dimension 1: Fit Score (0-40 points)
How closely does the prospect match the configured ICP? Load scoring weights from sales-marketing.local.md.
Default weight allocation (customise in local config): Company size match: 0-8 points Revenue range match: 0-8 points Industry / vertical: 0-8 points Technology maturity: 0-8 points Geography / territory: 0-4 points Persona seniority: 0-4 points
Scoring: Exact match to ICP: Full points Within acceptable range: Half points Outside range: Zero points
Dimension 2: Timing Score (0-40 points)
What external signals suggest buying readiness RIGHT NOW? This dimension requires web research via search MCP.
Signal weights (customise in local config): Funding announcement (last 30 days): 15 points Major new contract win: 15 points New leadership in target role (<6 months): 12 points Rapid hiring in target department: 10 points Prospect posted about your problem area: 8 points Office / facility expansion: 8 points Regulatory change affecting their sector: 6 points Website visit (pricing/solution page): 6 points Job posting in target department: 4 points General growth signals: 3 points
MAXIMUM timing score: 40 (cap at 40 even if multiple signals stack)
Dimension 3: Engagement Score (0-20 points)
What has the prospect done that signals active interest? Load from CRM / email platform / web analytics via MCP.
Pricing page visit (unprompted): 8 points Content download (gated asset): 8 points Email open + click: 6 points Webinar or event attendance: 6 points Social engagement with your content: 4 points Email open only (no click): 2 points Form submission (contact us / demo request): 20 points (auto HOT)
SCORE CLASSIFICATION AND ROUTING
| Score | Tier | Label | Action | SLA | | ------ | ---- | ---------------- | --------------------------------- | -------- | | 80-100 | HOT | HOT -- Immediate | Personal outreach; priority queue | 24 hours | | 60-79 | WARM | WARM -- MQL | Personalised sequence; follow-up | 5 days | | 40-59 | CULT | CULTIVATE | Marketing nurture; quarterly | No SLA | | 0-39 | NYT | NOT YET | Monitor; do not invest sales time | Monitor |
SCORE OUTPUT FORMAT
LEAD SCORE: [Company] / [Contact Name]
TOTAL SCORE: [X] / 100 -- [Tier label]
FIT SCORE: [X] / 40 [Criterion]: [+points] ([explanation])
TIMING SCORE: [X] / 40 [Signal]: [+points] ([source and date])
ENGAGEMENT SCORE: [X] / 20 [Action]: [+points] ([date])
SCORE RATIONALE: [2-3 sentences explaining why this score reflects this lead's actual buying readiness -- not just a summary of the numbers]
RECOMMENDED ACTION: Route to: [Rep name / tier / territory] Outreach: [Channel and timing] Frame: [Positioning recommendation] Goal: [First touch goal]
NEXT REVIEW: [Date -- set based on timing signal urgency]
SCORE RECALIBRATION
Run /score recalibration if:
- Conversion rates from HOT leads are below 15% (threshold too low)
- HOT leads are too few (<3/week) despite healthy pipeline (threshold too high)
- Closed-won deals were not HOT-scored at time of first touch (model missing signals)
Recalibration method:
- Take last 20 closed-won deals; score retroactively
- All should score 60+. If <80% do: identify missing dimensions
- Take last 10 significant losses; score retroactively
- These should score 50-70. If higher: investigate why they lost
- Adjust weights; re-test; document changes in sales-marketing.local.md
NEVER DO THESE
- NEVER route a lead as HOT based on Fit Score alone -- timing must be present
- NEVER ignore a Dimension 2 (Timing) signal because Dimension 1 (Fit) is weak
-- flag as "wrong-fit but hot timing; monitor for right-fit contact at company"
- NEVER mark a demo request or contact-us form as anything below HOT
- NEVER set and forget the scoring model -- recalibrate quarterly
- NEVER score leads without checking Dimension 2 via web search -- stale
CRM data without external signal check is a Fit-only score, not a full score