Glossary
Lead scoring assigns a number to an enquiry based on attributes and behaviour, so sales attention goes to the enquiries most likely to convert. It encodes a judgement, which means it inherits whatever bias that judgement had.
The fit half is generally reliable. The engagement half is weaker than it looks: a competitor researching you and a serious buyer behave almost identically.
If nobody has compared scores against which enquiries actually closed, the model is a formalised guess that is now harder to argue with because it produces a number.
For most businesses a simple, explicit rule that routes obviously good-fit enquiries quickly beats an elaborate weighted model nobody in sales trusts or understands.
Compare scores against what actually closed. If high-scoring leads do not convert better than low-scoring ones, the model is encoding an assumption rather than a pattern.
Start with an explicit rule simple enough that sales can state it. Elaborate weighted models are hard to validate and are usually ignored by the people they are meant to help.
Lead scoring assigns a number to an enquiry based on attributes and behaviour, so sales attention goes to the enquiries most likely to convert. It encodes a judgement, which means it inherits whatever bias that judgement had.
