Lead Scoring is the practice of using mechanical point systems to rate prospects based on demographic data and behavioral activities—replacing human judgment and relationship understanding with algorithmic assessment.
How It Works
Points assigned for:
- Demographic fit (company size, industry, role)
- Behavioral activities (page views, downloads, emails)
- Engagement patterns (frequency, recency)
- Firmographic data (revenue, employees)
The Promise
Lead scoring claims to:
- Identify “sales-ready” prospects
- Prioritize follow-up efforts
- Improve conversion rates
- Optimize resource allocation
The Problems
Reduces Humans to Numbers:
- Complex people become scores
- Relationship depth ignored
- Context dismissed
- Authentic signals missed
Creates False Precision:
- Arbitrary point values
- Algorithmic assumptions
- Mechanical thresholds
- Illusion of objectivity
Misses What Matters:
- Genuine interest vs. casual browsing
- Authentic readiness vs. activity
- Relationship health vs. engagement metrics
- Human timing vs. score thresholds
The Alternative
Focus on:
- Signal strength through human attention
- Relationship health assessment
- Qualitative understanding
- Natural readiness recognition
- Authentic engagement patterns
Lead scores can inform but shouldn’t replace human judgment about relationship health and authentic readiness.