Sales glossaryLead scoring

What is lead scoring in sales?

Busy? Here's the short answer:

Lead scoring is a method to rank potential customers, or leads, to find the most promising leads based on factors like interest and engagement (for example, website visits or email responses).

What is Lead Scoring?

Lead scoring is a way to rank potential customers, or leads, based on their interest and actions. It helps sales teams focus on the most promising leads for better results.

Key Takeaways:

  • Lead scoring ranks leads based on interest and actions.
  • It helps identify the most promising leads.

How Lead Scoring Works

Here's how lead scoring works:

  1. Define Lead Attributes:

    • Identify important lead details like job title, company size, etc.
  2. Look at Lead Behaviors:

    • See what actions leads take, like visiting web pages or downloading content.
  3. Give Scores:

    • Assign scores to lead attributes and behaviors.
  4. Calculate Overall Lead Score:

    • Use the scores to rank leads and find the most promising ones.

Benefits of Lead Scoring

Lead scoring offers many advantages:

  • Saves Time: Focus on leads that matter the most.
  • Better Conversions: Increase conversion rates.
  • Improved Sales Efficiency: Sales teams work smarter.
  • Higher Revenue: Get more successful sales.

Implementing Lead Scoring

To make lead scoring work for your business:

  • Define Scoring Criteria: Know what actions and details are important.
  • Use Data and Automation: Use software to track and score leads.
  • Review and Adjust: Keep refining your scoring system.

Common Mistakes in Lead Scoring

Watch out for these mistakes:

  • Overcomplicating: Keep it simple and focused.
  • Ignoring Data: Use data to make informed decisions.
  • Not Updating: Keep your scoring system up-to-date.


Q1: How does lead scoring help sales teams?

Lead scoring helps sales teams focus on leads that are most likely to become customers, saving time and increasing sales efficiency.

Q2: Can lead scoring work for small businesses?

Yes, lead scoring can benefit businesses of all sizes by helping them prioritize leads and improve conversions.

Q3: What's the ideal lead score for a high-converting lead?

The ideal lead score varies for each business, but generally, a higher score indicates a more promising lead.

Lead scoring is a valuable tool that streamlines the sales process and maximizes the chances of successful conversions. By using data-driven insights to rank leads based on their interest and engagement, businesses can optimize their sales efforts and achieve higher revenue growth.

Related terms...

Lead routing

"Lead routing" is he process of directing potential customers, or leads, to the right salesperson or team in a company. The goal is to make sure each lead gets handled by the best person for the job, improving the chances of turning them into customers

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Lead qualification

"Lead qualification" is the process of figuring out if a potential customer is a good fit for the company. It involves checking if they're genuinely interested, have the budget and authority to buy, and match the company's offerings. The goal is to focus the sales team on leads with the best chances of becoming successful sales, saving time and resources.

Learn more

MQL (Marketing Qualified Lead)

MQL stands for "Marketing Qualified Lead." It's a potential customer who the marketing team thinks is likely interested in the company's product or service and could convert with proper nurturing.

Learn more

Lead generation

Lead generation is the process of identifying and attracting potential customers for a business. The goal is to convert prospects into a qualified leads that can be nurtured and converted into customers.

Learn more

SQL (sales qualified lead)

An SQL (Sales qualified lead) is a potential customer that has shown buying intent & interest and has been identified as qualified to convert into a paying customer. The marketing will hand off an SQL to the sales team to close the deal.

Learn more

All terms

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