Lead scoring

Lead scoring gives every lead a score from 0 to 100, so your team knows who to call first. The score combines fit, which is who the lead is, and engagement, which is what they’ve done lately. When a lead reaches your threshold, its owner gets a follow-up task.

How a score is worked out

• Fit (0–100).Is this the kind of customer you want? Points come from the lead’s fields, such as a senior job title, a business email address, a phone number, its rating and its lead source.
• Engagement (0–100).Are they interested now? Points come from what the lead did: opening or clicking a marketing email, signing up on a landing page, replying to an email or having a meeting. Older activity counts for less (see fading).
• Score (0–100).The average of fit and engagement. A great fit who has gone quiet and a poor fit who clicks everything both land in the middle. The leads to call first score high on both.
• Grade.A letter for fit and a number for engagement, for example A1. See grades.

Scores are kept apart from the lead itself. Re-scoring never counts as an edit, so it doesn’t change the lead’s Last Modified, its field history or your workflow rules.

Turn on lead scoring

Lead scoring is an add-on feature. If you don’t see Lead Scoring in Settings, ask CRMSix support to turn it on for your organization. You can raise a ticket from Help in the app.

1. Go to Settings → Lead Scoring. You need the Manage lead scoring permission. Admins have it, and so does the standard Manager profile.
2. Tick Score leads and choose Save. The first time, CRMSix adds a set of starting rules and scores your open leads straight away.
3. If you have many leads, choose Recalculate all scores to finish the rest now. Otherwise they’re scored overnight.
4. Adjust the rules to match your customers (see changing the rules).

To give the permission to other people, edit their profile in Settings → Profiles. Everyone who can see leads sees their scores. Only the permission to change the settings and rules is restricted.

The starting rules

These rules are a sensible place to start. You can change, switch off or delete any of them.

Fit and engagement are each capped at 100. Marketing emails and landing pages need the Marketing feature. Without it, engagement comes from email replies and meetings.

Grades

A1 is the lead to call today: a great fit who is very engaged. A4 is a great fit who hasn’t engaged yet, so nurture them with a campaign. D1 is very active but probably not a buyer.

Where you see scores

• On a lead: a score card under the lead’s details shows the score, the grade, and bars for fit and engagement. Choose Why this score? to see every rule that added or took away points.
• On the Leads tab: a Score column, coloured hot (70 or more), warm (40–69) or cold (under 40).
• Hottest open leads: a list view with every open lead, highest score first.
• Settings → Lead Scoring: how many open leads are scored, how many are at or above your threshold, how many became marketing qualified, and the five highest scores.

Marketing-qualified leads

Set Marketing qualified at a score of (60 to start with). When a lead first reaches it, the lead becomes marketing qualified (an MQL) and its score card shows the date. You choose what happens next:

• Give the lead’s owner a follow-up task: a High-priority task due today, saying what the lead scored and why.
• Change its status to: for example Working - Contacted, so the lead moves on your status path. Choose Keep it as it is to leave the status alone.

This happens once per lead. If the score drops and rises again, no second task is created.

Fading

Engagement fades so that last year’s click doesn’t make a lead look hot today. With Engagement halves every 30 days (the default), a click worth 10 points today is worth 5 after a month and 2.5 after two. Set a shorter time if your sales cycle is fast. Set 0 to switch fading off. Fit doesn’t fade.

Changing the rules

• Fit rules pick a lead field (title, company, email, phone, industry, lead source, rating, status or campaign) and a condition: is, is not, contains, doesn’t contain, is empty or is filled in. Email also has is a free address and is a business address. Is and contains take several values separated by commas, and they ignore upper and lower case.
• Engagement rules pick an activity and the points for each time it happens. Max caps what one rule can add, so twenty email opens can’t outweigh a meeting.
• Points go from −100 to 100. Use negative points for things that make a lead less likely to buy, such as a competitor’s domain or a student email.
• Untick Active to switch a rule off without losing it. There can be up to 100 rules.

When scores update

• When a lead is created or edited.
• When something happens: a marketing email is opened or clicked, someone signs up on a landing page or unsubscribes.
• When you open a lead whose score is more than six hours old.
• Every night for all open leads, so fading engagement is reflected.
• Right away for everyone when you choose Recalculate all scores. After you change the rules or settings, leads are re-scored as they’re opened, overnight, or when you recalculate.

Questions

Do converted leads keep their score?

Yes, the score stays on the lead. The nightly run, the stats in Settings and Hottest open leads only cover open leads.

I turned lead scoring off. What happens to the scores?

They’re hidden from leads and lists, and nothing is scored. Your rules and settings are kept. Turn it on again and the scores are worked out afresh.

Are scores copied to a sandbox?

The settings and rules are, as part of your setup. The scores aren’t; the sandbox works out its own.

Can I report on scores?

The score shows on leads, in the Leads list and in Hottest open leads. AI apps connected through the MCP server also see each lead’s score.