Most scoring models blend two kinds of signal. Explicit or fit data describes who the lead is: company size, industry, role, location, budget. Implicit or behavioural data describes what they did: pages viewed, forms submitted, emails opened, demos requested. Points are added for positive signals and subtracted for disqualifying ones, such as a personal email domain when you only sell to businesses.
Scoring can be rule-based, where a human defines the weights, or model-based, where past won and lost deals are used to learn which attributes actually predicted revenue. Either way the model needs periodic review; scores drift out of date as the product, pricing, and target market change. A model nobody revisits usually ends up ranking noise.
Scoring only works if the underlying lead records are rich enough to score. Clerkzo captures details conversationally or through an in-chat form with custom fields, so the qualifying answers you care about arrive with the lead, and each record carries its full transcript for context when someone reviews the ranking.
Related guides
Related terms
Browse all 104 terms- Lead captureLead capture is the process of collecting a potential customer's contact details and what they need, so a business can follow up and turn interest into a booking or sale.
- Lead generationLead generation is the process of attracting potential customers and collecting their interest, so a business has people to follow up with and convert.
- Speed to leadSpeed to lead is how quickly a business responds to a new enquiry, and it's one of the strongest predictors of whether that enquiry becomes a customer.
- Lead qualificationLead qualification is the process of working out whether a new enquiry is a good fit for your business and worth your team's time, usually by collecting a few key details up front.