by Sara McNamara

A comprehensive, practical template to help build and improve productive lead and account scoring models and functionality.

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🤔 But Sara…why should I care? Isn’t scoring so 2012?

Simple: if you get a lot of inbound interest, but you’re trying to keep a lean sales team — you’re going to have to do 2 things:

• Automate as much as you can, in an effective way
• Prioritize leads that are ICP VIPs vs. fringe vs. not relevant at all

Why? Because if you don’t do this, your MQLs will quickly remain untouched. And untouched MQLs are the death knell of marketing budget and, eventually marketing. Scoring has matured with machine learning and AI, but yes — some companies are still adopting basic scoring models, even today. 🫠 (Which is okay! No shade, just shows how different industries mature at different rates)

🧭 Dashboard Overview

A scoring dashboard helps you centralize your key metrics for visibility and action. It’s your mission control for identifying trends, spotting anomalies, and making data-driven decisions. Here are some common examples:

• Lead Score Distribution: Visualize lead scores across the funnel (MQLs, SQLs, SALs, etc.)
• Account Score Distribution: Monitor the health of your account scoring model (Tiers, ABM targets, ICP match)
• For PLG: Interest Product Activity: Monitor product activity trends, like adding new users, taking advantage of new functionality, hitting usage limits, etc. This is an intent signal that is often forgotten!
• High-Intent Signals This Week: Dynamic list of leads/accounts showing key intent signals (demo requests, pricing views, job changes, company hiring, etc.)
• Action Needed: Leads/Accounts with inconsistent scores or flagged by sales as needing CS or exec Sales attention

🏗️ Lead & Account Scoring Model Blueprint