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.
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.
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.