Lead Scoring

Marketing Manager defines the scoring model and the threshold for a marketing-qualified lead. A model can apply globally or to a particular program. Its owner, version and approval details keep the policy context visible when the team reviews a disputed result. Each rule describes the matching trigger, its points and the maximum times it may contribute for a lead.

Score events explain the contributions. They retain the points, running score, time and reason, with a link to the rule and relevant engagement. Sales Manager can follow that trail when a lead reaches the qualification threshold. The rep then has useful activity context for the conversation, rather than relying only on a score shown beside the lead’s name.

• Set the policy. Marketing Manager owns the model and rules. Agree whether the global model applies or a program uses its own. Review the active rules and the qualification threshold together so the program owner understands which activity can move a lead toward handoff.
• Evaluate the activity. Engagement scoring checks active rules against the event and respects the per-lead firing cap. A matching activity contributes while the cap permits it. Follow the resulting score event back to its rule when the same lead interacts repeatedly with content.
• Prepare the handoff. Crossing the active model’s threshold prepares the qualification handoff. Set up the external CRM connection for score and status writeback and lead-owner notification. Sales Manager checks the acknowledged result and owner before rep follow-up begins.

Choose a clear rule for the pilot, such as a content download or webinar attendance. Agree the points and cap with Marketing Manager, then rehearse matching activity, unrelated activity and a lead that has already reached the cap. Keep the model version visible during review so the team can explain which policy it checked.

Marketing Operations agrees source identity mapping and the investigation procedure for a disputed score. Sales Manager agrees who receives the qualification handoff. Test Sales Rep access to its own lead context before opening the work list to the team. When the local score and the connected CRM disagree, inspect the event trail and connection outcome before changing either value.

Create a content-download rule with an agreed points value and a per-lead cap. Send matching activity and inspect the score event’s rule, points, running score and reason. Repeat the activity until the cap is reached, then check that the rule contributes no further event. Send an unrelated event and confirm that it does not earn the same contribution.

Next, cross the qualification threshold and follow the CRM handoff for the same lead. Check its acknowledged result and the owner used for follow-up. Ask Sales Manager and Sales Rep to identify the activity behind the qualification. Keep that explanation available when reviewing the model later; a change in policy should prompt a deliberate discussion about the next operating cycle.

• Active Scoring Models — Active policy, threshold, version and approval context.
• Lead Score Events — The contribution trail for each lead and rule.
• MQL Handoff — Qualification and ownership context for sales follow-up.

Rehearse engagement to MQL and read the reporting questions.