Lead Score

The lead score is a composite 0-100 score that helps marketing and sales teams prioritize inbound leads. It combines three components with configurable weights and caps.

Score Components

Component	What It Measures
Behavioral	Actions that indicate buying intent — website visits, content downloads, email engagement, demo requests
Demographic	Firmographic fit — organization size, decision-maker title level
Engagement	Ongoing interaction patterns — email opens, repeat website visits

Each component has a configurable maximum contribution to the total score, ensuring balanced evaluation across all three dimensions.

MQL Qualification

A lead qualifies as Marketing Qualified Lead (MQL) when any configurable trigger fires. Common triggers include:

Demo requested
Sufficient content engagement
High website visit volume
Strong email engagement
Lead score above threshold

All MQL triggers and thresholds are configurable per organization.

Lead Lifecycle

new → engaged → mql → sql → opportunity → (disqualified | recycled)

Status	Description
new	Just captured, no engagement yet
engaged	Has shown some activity
mql	Marketing Qualified — meets trigger criteria
sql	Sales Qualified — accepted by sales rep
opportunity	Converted to an opportunity
disqualified	Not a fit, removed from pipeline
recycled	Returned to marketing for nurturing

Customization

All lead scoring parameters are configurable per organization:

Behavioral weights: Points per action and per-action caps
Demographic weights: Organization size tiers and title tiers
Engagement weights: Engagement action points and caps
Component caps: Maximum contribution from each component
MQL triggers: Qualification thresholds

Detailed scoring methodology, including exact point values, tier definitions, and qualification thresholds, is available in the PILLAR Implementation Guide provided to active customers.