An inbound sales team
Lead Scoring & Qualification Engine
A 100-point fit score with A–D bands, call priorities, and MQL/SQL gates, rebuilt around what predicts a closed deal and checked against every recent lead before launch.
- Salesforce formulas
- Salesforce Flow
- Zapier
The problem
The old score rewarded the wrong things. Leads that looked busy scored high, and leads that could actually close landed in the middle. Reps learned to ignore the number and work leads by gut, which meant marketing was judged on form fills instead of deals.
What I built
A lead scoring and qualification model inside the CRM:
- A 100-point fit score built from the signals that separate a closeable lead from a curious one: readiness, history, timing, size, and fit, each weighted by how much it mattered in deals that actually closed.
- A–D bands a rep can read at a glance, with a cap that keeps a lead missing the strongest signal out of the top band.
- Call priorities that tell a rep which lead to dial first, including hard stops for leads the team cannot serve.
- MQL and SQL gates. A lead becomes marketing-qualified on the score. It becomes sales-qualified only after a rep confirms the key answers on a call.
- An on-target flag the marketing side can use to judge campaigns by lead quality, not volume.
How it works
Scores are formulas on the lead record, so they recalculate the moment an answer changes. The intake form was updated to ask the questions the model needs, and older leads that answered the previous form were flagged, so nobody mistakes a missing answer for a low score.
Before switching over, I recalculated every recent lead outside Salesforce and compared the results with what the CRM produced. They had to match exactly before the new model went live. A weekly lead-quality report now shows the score trend and which campaigns bring on-target leads.
Stack
Salesforce formula fields and Flows, the website intake form through Zapier, Salesforce reports.
Where it stands
Live since August 2026. The weights are documented twice: in plain English for the reps (“how your lead scoring works”) and in a technical reference for whoever maintains it next.
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