Lead Scoring is a method of ranking leads by how likely they are to become customers, scoring both how well they fit your ideal profile and how they behave.
Lead scoring assigns points to each lead based on fit (how closely they match your ICP) and intent (what they have actually done — visited pricing, downloaded a guide, opened emails). Above an agreed threshold, a lead becomes a marketing-qualified lead ready to pass to sales.
It stops sales wasting time on poor-fit or cold leads and ensures the best opportunities get attention first. Scoring fit and intent separately is key: a perfect-fit account that did one thing is different from a poor-fit one that did many.
It is a way of ranking leads by how likely they are to buy, awarding points for how well they fit your ideal customer profile and for intent-signalling behaviour, so sales focuses on the best opportunities.
Fit is how closely a lead matches your ideal customer profile; intent is what they have actually done. Scoring them separately prevents mistaking activity for genuine buying readiness.
When a lead's combined fit and intent score crosses an agreed threshold, it is treated as a marketing-qualified lead and handed to sales or a nurture track.
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