Concept
Lead Scoring
Assigning points to leads based on fit and behavior — higher scores trigger sales follow-up.
Lead scoring assigns points across two dimensions: fit (matches ICP, firmographics, role) and intent (behavioral signals like page visits, content engagement, demo requests). A lead with high fit + high intent typically becomes an MQL.
Simple systems use static rules; advanced GTM stacks use machine learning to model historical conversions. In 2026, AI-driven scoring is part of many GTM Engineering builds.