Lead Score
The lead score is a composite 0-100 score stored inleads.lead_score. It combines three components with configurable weights and caps.
Score Components
| Component | Default Max | Weight | Inputs |
|---|---|---|---|
| Behavioral | 50 points | ~50% | Website visits, content downloads, email clicks, demo requests |
| Demographic | 30 points | ~30% | Enrollment tier, title tier |
| Engagement | 20 points | ~20% | Email opens, website visits (engagement-specific) |
Behavioral Scoring
| Action | Points | Cap |
|---|---|---|
| Website visit | 2 | 20 |
| Content download | 5 | 25 |
| Email click | 3 | 15 |
| Demo requested | 15 | — |
Demographic Scoring
Enrollment Tiers
| Enrollment | Points |
|---|---|
| 50,000+ | 20 |
| 20,000+ | 15 |
| 10,000+ | 10 |
| 0+ | 5 |
Title Tiers
| Pattern | Points |
|---|---|
| superintendent, chief | 15 |
| director | 12 |
| Other | 5 (default) |
Engagement Scoring
| Action | Points | Cap |
|---|---|---|
| Email open | 2 | 20 |
| Website visit | 1 | 10 |
MQL Qualification
A lead qualifies as MQL when any trigger fires:| Trigger | Default Threshold |
|---|---|
| Demo requested | true |
| Content downloads | ≥ 3 |
| Website visits | ≥ 10 |
| Email clicks | ≥ 3 |
| Email opens | ≥ 5 |
| Lead score | ≥ 60 |
Intent Rules (Lead Context)
When leads are evaluated by the scoring engine, the Intent category (12 rules) also applies:| Rule | Name | Weight | Lead Relevance |
|---|---|---|---|
| INT-001 | Cross-sell signal volume | 8 | Multiple MQLs from same account |
| INT-006 | MQL volume indicator | 6 | Direct MQL count for account |
| INT-012 | Demo or trial requested | 8 | Demo request as strong buying signal |
Customization
All lead scoring parameters are configurable per organization throughorg_scoring_profiles:
behavioral_weights: Points per action and capsdemographic_weights: Enrollment tiers and title tiersengagement_weights: Engagement action points and capsbehavioral_max/demographic_max/engagement_max: Component capsmql_triggers: Qualification thresholds