> ## Documentation Index
> Fetch the complete documentation index at: https://hc.pillargtm.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead Score

> Lead scoring model: behavioral, demographic, and engagement components

# 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.