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Lead Generation

Lead Scoring Explained

How to rank leads by fit and engagement so sales time goes to the people most likely to buy.

By Funnel Guru Training Editorial TeamPublished 2026-09-26Updated 2026-09-261 min read
  1. Fit scoreWho they are
  2. Engagement scoreWhat they do
  3. Sales-ready

Key takeaways

  • Score fit (who they are) and engagement (what they do) separately.
  • Start with a simple model and refine it with real outcomes.
  • Agree the sales-ready threshold with whoever follows up.

Two dimensions

  • Fit: how closely the lead matches your ideal customer - role, company size, industry, location, budget.
  • Engagement: how actively they've interacted - pages visited, emails clicked, resources downloaded, pricing viewed.
Simple scoring example
FIT
  Target industry ............ +20
  Decision-maker role ........ +15
  Company in size range ...... +15
  Outside service area ....... -30

ENGAGEMENT
  Viewed pricing page ........ +15
  Attended webinar ........... +20
  Clicked 3+ emails .......... +10
  No activity in 60 days ..... -15

SALES-READY THRESHOLD: 60+

Refine with outcomes

After a few months, compare scores with which leads actually became customers. Adjust points for signals that proved predictive - and drop those that didn't.

FAQ

Do I need special software for lead scoring?

Many CRMs and email platforms include scoring features. A simple spreadsheet model can also work when volumes are small.