Answer first
Use separate fit, behavior, and assessment scores, then connect each range to a specific route.
Three-part scoring model
| Score | Measures | Useful inputs | Main risk |
|---|---|---|---|
| Fit score | Whether the lead resembles the target account or buyer | Role, company size, industry, geography, use case | Confusing firmographic similarity with intent |
| Behavior score | What the lead has done | Visits, clicks, product events, repeat sessions, content use | Rewarding noisy activity that has no buying meaning |
| Assessment score | What the lead declares and how answers combine | Goals, process, challenge, urgency, readiness, weighted answers | Using a score that does not change the route |
A practical formula
Sales readiness can combine fit, declared readiness, and meaningful behavior. For example: readiness score = 35 percent fit + 40 percent assessment + 25 percent behavior. The weights must reflect the buying process, not a generic template.
Separate score from action
A score is not the decision. Define the route attached to each range. High might create a sales task and booking path. Medium might enter a two-week educational sequence and branch on a relevant click. Low might receive a self-serve resource and remain suppressed from sales alerts.
For implementation detail, use the five-part scoring model to add caps, decay, eligibility gates, threshold hysteresis, explainable handoff, and acceptance testing.
How to use this guide
- Name the business outcome and the event that starts the path.
- Mark the system that owns each piece of context.
- Write the conditions that change timing, message, route, or next step.
- Define every exit before building messages.
- Test the two handoffs most likely to lose context.
- Record the plan, date, source, expected result, and actual result.
Evidence boundary
This guide uses current public product documentation and the publication’s evaluation model. It does not claim a hands-on product test unless a dated record is labeled Workflow tested.