GTM Dictionary
Lead scoring
Lead scoring ranks individual people, usually after they have engaged through a form fill, an event, or a trial, by how likely they are to convert. It operates on person-level behavior and demographics.
It is distinct from account scoring, which ranks whole companies before any contact. Mature teams run both: the account score decides which companies deserve pursuit, and the lead score prioritizes the specific people within them.
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Fifteen seconds of lead scoring, as explained by Adam, our comedian-in-residence. If the definition did not land, maybe the joke will.
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Related terms
See lead scoring in context in the full methodology.Read the guide