Worksheet · 8 min read

The lead-scoring worksheet

Build a scoring model that exposes its evidence, maps every band to an action, and gets better from sales feedback.

Key idea

A score should explain the next action in plain language. If it cannot, it is not ready to automate.

Score three separate dimensions

A single number hides important differences. An ideal account with no current intent should not be treated like a ready buyer with poor fit.

Dimension	Question	Sample inputs
Fit	Are we likely to serve this account and person well?	Segment, size, geography, role, technology
Intent	Is there credible evidence of a relevant need now?	Demo request, high-intent activity, product usage, validated signal
Readiness	Can the team act appropriately today?	Verified contact, owner, consent, routing completeness

Input	Weight or rule	Evidence source	Expiry	Action if true
Priority-segment account	+3 fit	CRM account record	On fit-model change	Remain eligible
Relevant demo request	+4 intent	Form and event log	14 days	Route for rapid response
Recent verified product signal	+2 intent	Product event	30 days	Create reviewed task
Verified decision-maker	+2 readiness	Validated contact record	90 days	Allow activation
Suppression or disqualifying segment	Hard exclusion	Consent and account rules	Immediate	Do not activate

Priority
Strong fit and timely intent with no operational blocker. Route or create a reviewed outbound task.
Research
The account may be valuable but a key fact is missing. Enrich, validate, or assign research.
Nurture
Fit exists, but intent is weak or stale. Monitor signals or add to a relevant education path.
Exclude
The record is outside the motion or cannot be contacted safely. Suppress and retain the reason.