Lead Qualification Score Calculator
A points-based fit-and-intent scoring model, enter firmographic and behavioral signals to get an instant 0–100 score and routing tier for any inbound lead.
How to use it
Plug each incoming lead's firmographic and behavioral data into the three tables, sum to a 0–100 score, and route it to the matching tier and SLA the moment it crosses your CRM.
What's inside
- Fit score inputs: company size, industry match, tech stack match, geography (0–40 pts)
- Intent score inputs: page/content engagement, form fields, email engagement, trial/demo activity (0–40 pts)
- Explicit signal inputs: stated budget, timeline, and title seniority (0–20 pts)
- Full points table with exact values for every signal level
- Composite score formula and worked example
- Routing tiers: Hot / Warm / Nurture / Disqualify with SLA per tier
- Score-decay rule for stale leads
Score = Fit (0–40) + Intent (0–40) + Explicit (0–20) = 0–100
Fit score (firmographic), max 40
| Signal | Points |
|---|---|
| Company size in ICP band | 15 |
| Company size adjacent to ICP band | 8 |
| Outside ICP band | 0 |
| Industry is a named target vertical | 10 |
| Industry is adjacent | 5 |
| Tech stack includes a known integration partner | 10 |
| Geography in served region | 5 |
Intent score (behavioral), max 40
| Signal | Points |
|---|---|
| Visited pricing page in last 7 days | 10 |
| Viewed 3+ pages in one session | 5 |
| Opened 2+ marketing emails in 14 days | 5 |
| Attended a webinar or downloaded a bottom-funnel asset | 10 |
| Started a trial or requested a demo | 15 |
| No activity in 30+ days | −10 |
Explicit signals, max 20
| Signal | Points |
|---|---|
| Title is Director+ or named budget holder | 10 |
| Stated timeline under 90 days | 6 |
| Stated budget range provided unprompted | 4 |
Worked example
Mid-market SaaS company in ICP band (15) + target vertical (10) + integration partner in stack (10) = 35 Fit. Visited pricing (10) + attended webinar (10) = 20 Intent. VP-level title (10) = 10 Explicit. Total = 65 → Warm.
Routing tiers
- 80–100: Hot: route to AE within 1 hour, call first, email second.
- 55–79: Warm: route to AE within 24 hours, add to sequence.
- 30–54: Nurture: route to marketing nurture track, re-score in 30 days.
- 0–29, Disqualify: no rep action; log and archive.
Decay rule
Subtract 5 points for every 14 days with zero new activity. A lead that scored 65 and goes silent for 6 weeks re-scores at 50, drop from Warm to Nurture automatically.