The playbook
Lead Scoring: Template and Field Guide
This lead scoring template turns a broad task into a record another person can use. It captures signal, weight, evidence, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Keep fit and engagement as separate dimensions before combining them. A relevant company with limited activity may differ from an unsuitable company clicking every email. Review later qualification outcomes to see whether the score actually helps prioritize work.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| signal | Record the signal associated with this customer or opportunity record. Use a stable reference so later updates can be matched. |
| weight | Record the weight associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| evidence | Record the evidence associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| outcome | Record the outcome associated with this customer or opportunity record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with signal. Use the same reference throughout the record so notes are not attached to the wrong item. Then separate customer fit from observed engagement. This establishes the information required before the worksheet becomes a request for action.
Next, define transparent weights and exclusion rules. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as giving high scores to repeated low-value clicks, rather than a broad instruction to “improve performance.”
Finally, compare scores with later sales outcomes. Put validate signals against qualification and adjust weak weights in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Giving high scores to repeated low-value clicks |
| Action | Validate signals against qualification and adjust weak weights |
| First check | Separate customer fit from observed engagement |
| Follow-up check | Compare scores with later sales outcomes |
| Outcome to define | qualification rate by score band |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If weight changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualification rate by score band connected to the item so the team can later assess whether the action was useful.
Distinguish a person, an organization, and an opportunity. One contact can participate in several buying decisions, and one company can have several contacts. Keep identifiers and relationships clear when reviewing counts or moving records.
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