How do you build a lead scoring model?

List the traits of a good-fit company and buyer, such as size, industry and role, and the actions that signal interest, such as a demo request. Give each a point value, add them up, and set a threshold for passing a lead to sales. Review points against real conversions over time.

What is the difference between fit score and engagement score?

A fit score measures who the lead is: whether the company and person match your ideal customer. An engagement score measures what they have done, such as visiting pricing or replying to outreach. Scoring them separately stops heavy activity from a poor-fit lead looking like a strong opportunity.

What score should a lead have to become an MQL?

There is no standard number, since it depends on your criteria and points. Pick a threshold that only clearly strong leads reach, and add a minimum fit score so engagement alone cannot qualify a lead. Then check whether MQLs convert and raise or lower the threshold based on results.

Free template · RevOps, CRM & metrics

Lead Scoring Model

Score leads on fit and engagement, with a minimum-fit rule so busy but poor-fit leads don't become MQLs.

Excel · 3 tabs

What's inside

Editable fit and engagement criteria with points
Automatic fit, engagement and total scores
An MQL threshold plus a minimum-fit rule
Room for 200 leads

Who it's for

Teams deciding which leads sales should follow up first.

Why it matters

Without scoring, sales tends to follow up on whoever was most recently active, not whoever is most likely to buy. A student who downloads three guides looks busier than a target buyer who visited your pricing page once. Small teams have limited follow-up time, so the order in which leads get a call matters.

Separating fit from engagement makes the tradeoff visible. Fit says whether the company and person match who you sell to. Engagement says whether they are showing interest now. Requiring a minimum fit score before a lead counts as an MQL keeps very active but poor-fit leads from filling the sales queue and skewing your conversion numbers.

How to use it

1On the Model tab, rename the five fit criteria and five engagement criteria to match your ICP and buying signals, then set points for each.
2Set the MQL threshold and the minimum fit score on the Model tab, starting conservative so only clearly strong leads qualify at first.
3On the Leads tab, enter each lead and mark Yes or No per criterion. Fit, engagement, total and MQL status calculate automatically.
4After a few months, compare which leads actually became opportunities and adjust points so the model reflects what really predicts a sale.

Read alongside it

Follow Enablemnt AI on LinkedInShort, practical posts on GTM, outbound and RevOps for early-stage B2B founders.Follow

Lead Scoring Model: FAQ

How do you build a lead scoring model?: List the traits of a good-fit company and buyer, such as size, industry and role, and the actions that signal interest, such as a demo request. Give each a point value, add them up, and set a threshold for passing a lead to sales. Review points against real conversions over time.
What is the difference between fit score and engagement score?: A fit score measures who the lead is: whether the company and person match your ideal customer. An engagement score measures what they have done, such as visiting pricing or replying to outreach. Scoring them separately stops heavy activity from a poor-fit lead looking like a strong opportunity.
What score should a lead have to become an MQL?: There is no standard number, since it depends on your criteria and points. Pick a threshold that only clearly strong leads reach, and add a minimum fit score so engagement alone cannot qualify a lead. Then check whether MQLs convert and raise or lower the threshold based on results.

More free templates

View all 45

Rather have it built than download it?

We build your ICP, CRM and live outbound in a 14-day sprint, documented and handed over.

Join the sprint