Marketing & Sales AI
Predictive Lead Scoring
Predictive lead scoring that sales ignores is not a success. We build scoring models validated with sales leadership, connected to your CRM, and calibrated against your actual historical pipeline, not industry benchmarks that reflect your buyer's behavior.
What you get
- Scoring criteria validated with sales before the model is built
- Scores that update in CRM in real time without manual data entry
- Fit and engagement scores separated so sales understands why a lead is scored high
- Documented model logic your RevOps team can explain to a new sales rep
- Score decay logic so cold leads drop without manual maintenance
What This Covers
Specific capabilities and deliverables within this engagement.
Scoring Model Design
- Fit scoring based on firmographic and technographic ICP attributes
- Engagement scoring weighted by buying signal strength
- Behavioral scoring from web, email, and event activity
- Composite score design with separated fit and engagement dimensions
Data & Enrichment
- CRM data quality audit against scoring requirements
- Third-party enrichment source selection and integration
- Data normalization for consistent scoring inputs
- Historical pipeline validation against scoring criteria
CRM Integration & Workflow
- Native CRM score field integration without duplicate data
- Real-time score refresh on signal triggers
- Sales notification logic for threshold crossings
- Lead routing rules based on score + ICP segment
Model Operations
- Score decay logic for lead inactivity
- Model performance monitoring vs. close rate
- Quarterly retraining cadence based on new pipeline data
- Sales feedback loop for score accuracy calibration
Engagement flow
How the work progresses
Each step produces concrete decisions, artifacts, and sequencing guidance your team can use immediately.
ICP & Data Audit
Define your validated ICP, audit CRM data quality, and identify historical pipeline data available for model training.
Scoring Design & Sales Validation
Design scoring dimensions and thresholds, validate criteria with sales leadership, and document the model logic.
Build, Test & CRM Integration
Build the model, validate against historical pipeline data, and integrate scores into CRM with routing logic.
Sales Training & Monitoring
Train sales on interpreting scores, configure performance monitoring, and establish a quarterly review cadence.
Best fit signals
This work is most valuable when the need is clear but structure, ownership, and sequencing are not yet defined.
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Ready to Get Started?
Book a strategy call to discuss your requirements and whether this engagement is the right fit.