Frequently asked questions
How is lead scoring different from account scoring?
Lead scoring evaluates individual people; account scoring evaluates the company. In B2B, account scoring usually matters more because the buying decision is company-level. But lead scoring still drives MQL routing and prioritization within an account.
What's the simplest lead scoring model that works?
Fit score (title, seniority, function) plus engagement score (recent activity). Sum them, set thresholds for MQL and SQL. Most teams over-engineer this with 20+ inputs when 5 would perform identically.
How often should lead scoring thresholds be reviewed?
Quarterly. SDR conversion rates from MQL drift; either the score loses signal or the threshold needs tightening. Teams that never recalibrate end up with SDRs ignoring "MQLs" because the score has decoupled from reality.
Can lead scoring use AI?
Predictive ML-based scoring outperforms rules-based scoring by 15 to 25 percent on accounts with 200+ historical wins to train on. Below that data threshold, rules-based is more reliable because it doesn't overfit to noise.
What's a sign the lead scoring model is broken?
AE feedback that MQLs aren't converting at expected rates. Or SDRs disqualifying 50+ percent of MQLs at first call. Both indicate the score is rewarding the wrong inputs.
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