A metric that assesses how likely a lead is to convert into a paying customer based on predefined engagement and fit criteria.

What it Measures ?

How good or ready a lead is to make a purchase.

Relevant StakeHolders 

Sales Development Teams

In-depth Use Case / Real-world Example

Lead Quality Score is a numerical rating assigned to leads based on how well they match your ideal customer profile (ICP) and how engaged they are with your brand. Common factors include job title, company size, industry, location, content interaction, website visits, and email engagement. In a manufacturing context, for example, a procurement director from a mid-sized automotive firm who downloaded a product catalog, attended a product demo, and engaged with a follow-up email would score high. Meanwhile, a student browsing your site might score low. The score typically ranges from 0 to 100 or is ranked as A/B/C, and helps prioritize sales follow-ups. This KPI ensures your sales team focuses time and effort on the leads most likely to convert. A well-calibrated lead scoring model improves conversion rates, shortens sales cycles, and enhances collaboration between sales and marketing. In manufacturing, where buyers often go through a long research and approval cycle, knowing which leads are closer to decision-making is invaluable. Lead scores can be dynamic — increasing as a lead engages with new assets (e.g., ROI calculator, pricing sheet) and decreasing if inactive. Marketing teams use this score to trigger lead nurturing or handoff to sales when a threshold is met. By analyzing how lead scores correlate with actual conversions, you can fine-tune criteria and weightings over time, ensuring higher accuracy and business impact.