What is Lead Scoring?

Lead scoring is the systematic process of assigning numeric values to prospects based on demographic/firmographic fit and behavioral signals (website visits, email engagement, content downloads) so sales and marketing can prioritize outreach. Using rule-based points or predictive models, lead scoring turns raw leads into Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) that align with your ideal customer profile. By ranking leads, lead scoring accelerates conversion, shortens sales cycles, improves pipeline quality, and enables personalized nurturing via CRM and marketing automation. Implemented correctly, lead scoring increases ROI by focusing resources on the highest-potential prospects and creating a data-driven handoff between marketing and sales.