Sales teams ignore CRM scores when they do not predict revenue. A good model is simple enough to explain in one slide and updated automatically from behavior — not quarterly spreadsheet debates.
Fit vs. behavior
Fit captures who they are: industry, city, company size, budget band. Behavior captures what they did: pricing page visit, WhatsApp reply, demo booked. Combine both; never score on job title alone.
- +20 for budget band above your minimum engagement
- +15 for repeat sessions within 7 days
- +25 for booked call or trial started
- −10 per week of inactivity (decay)
Handoff thresholds
Define three tiers: marketing nurture (0–40), SDR queue (41–70), AE immediate (71+). Adjust thresholds per vertical — real estate may weight call bookings higher than SaaS trial clicks.
The goal is not perfect prediction on day one. It is consistent prioritization so your best closers talk to the hottest 20% of leads first.
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