Definition
Ranking leads by how likely they are to buy, using points for traits (title, company size) and behavior (email opens, page visits).
Lead scoring explained
Lead scoring helps reps call the best leads first. Rules-based scoring assigns points you choose; predictive scoring, offered on higher tiers of several CRMs, uses past wins to weight the factors.
Scoring only helps if enough leads come in that reps can't reach them all. Small teams with a handful of inquiries a week rarely need it.
Also referenced in: Marketing automation · Lead nurturing