/lead-scoring

name: lead-scoring
description: >
  Activate for: lead score, score this lead, qualify, qualification,
  lead quality, ICP match, fit score, should we pursue, is this a good
  lead, lead tier, hot lead, warm lead, MQL, SQL, prioritise leads,
  lead ranking, lead rating, account score.
  NOT for: prospect research (use prospect-research), CRM enrichment (use crm-enrichment), outreach drafting (use outreach), pipeline forecasting (use pipeline).

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:

1. Take last 20 closed-won deals; score retroactively 2. All should score 60+. If <80% do: identify missing dimensions 3. Take last 10 significant losses; score retroactively 4. These should score 50-70. If higher: investigate why they lost 5. 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