Lead Scoring System Maturity Benchmarks

Levels Lead Who owns Scoring Tech ICP Type

processing scoring ingredients stack maturity of scoring
factors
As a Lead volume, # of More and more # of data points/types Scoring and routing Increasing (Your mileage may
company GTM motions, sales support for sales from and # of scores becomes increasingly understanding of vary)
scales up team size. marketing and data automated. ideal customer.
teams.

Low lead volume. Individual sales reps. None, manual.

talking to almost spam from personal
A couple of sales everyone. emails.
Super basic reps.

More lead volume. Sales/marketing ops. Built-in scoring in a General target market Binary, or hi/med/low
CRM or MAP like priority buckets.
More sales reps. HubSpot or
Salesforce. Some lead tiering.

Lead routing
Basic platforms.

Data enrichment.

Even more volume. Marketing/growth/de Tools that pull in Point-based score

mand gen/revenue behavioral data, such using weighted
Larger sales team ops. Behavioral data as Segment. Targeting individual
with focus areas. points. personas within ICP demographic, and
Automation tools, like accounts. behavioral data
Multiple sales intelligent scheduling
Intermediate channels (e.g., with Chili Piper. (Point scores can be
inbound vs. dropped into
outbound) Data enrichment. hi/med/low buckets.)

High lead volume. Analyst/data team. Unlimited number of Predictive scoring ICP is proven and Multiple scoring
data points. tools. reliable. Potentially graphs for different
Multiple large sales multiple ICPs and business areas.
teams with Multiple lead scores Custom-built data scoring models for
specializations. for various products, warehouse and different GTM Predictive scoring that
segments, and scoring/attribution strategies and constantly updates
Multiple GTM geographies. system. products. based on historical
motions (e.g., velocity data.
product + enterprise Data enrichment.
Advanced sales) revenue from outside
of ICP.
Different paths for
free users vs. paying
customers.
Lead Scoring System Maturity Benchmarks

Levels Lead Lead scoring Who owns Tools Routing

procesing maturity routing used complexity
factors
As a Increasing lead Company increasingly More help for the More tools and Increasingly complex
company volume, more and understands their ICP sales team. automation routing support to
scales up more GTM motions. and uses lead scoring mirror business
models. complexity.

A couple of sales Talking to anyone, Sales reps. Manual or Salesforce Round robin.
reps. rules.

Data enrichment.
Super basic

Up to 7 sales reps & Basic ICP/target Sales ops, Salesforce rules. Round robin, either
50 employees. Marketing/demand classic or
gen. Sales engagement accommodating a
No team split or very platform. very basic territory
basic territory split. split.
Basic Data enrichment.
More lead volume.

Tiered sales team for Doing lead scoring to Sales ops, marketing End-to-end routing Automated routing to
different differentiate leads ops, RevOps. automation tool. different sales teams
geographies, within target market. with full context of
customer segments Sales engagement lead’s behavior.
(SMB, MM, Personas well platform.
Enterprise) Accurate
Intermediate Data enrichment. lead-to-account
matching and
deduping.

Multiple business Dynamic lead scoring RevOps and data End-to-end routing Multiple routing
units. models for different team/analysts. automation tool. graphs for different
business units and business units.
GTM motions. Sales engagement
platform.

Advanced Data enrichment.

Self-evaluation

Now, it’s your turn. How does lead qualification work at your
company?

Reflect on the questions below. Then, check the benchmarks for

lead scoring in Chapter 2 and benchmarks for lead routing in
Chapter 7 to see how your answers stack up.

Your company’s lead volume is: Low Medium High

Who owns lead scoring? Role(s): ____________________________

Who owns lead routing and engagement? Role(s) _____________

_________________________________

How many sales reps do you have? 1-2 3-7 8-15 16+

Is your sales team segmented into multiple units to cover

different inbound lead types?

Noet

Yes, by geographic territories

Yes, by company size (e.g., SMB, Midmarket,

Enterprise)

Yes: Other ____________________________

Modern Guide to Lead Qualification 1

Have you defined an ICP?

No, we haven’t defined one yet

Yes, but have low confidence in it

Yes, and we use it to generate reliable revenue

Yes, we even have multiple ICPs for different

business areas

What type of lead scoring does your company use? (e.g., we’re just
weeding out spam, hi/med/low priority buckets, point-based score, predictive scoring, etc.)

_________________________________________________________

What tool do you use to score leads? ________________________

Looking at your entire scoring and funnel stack, where does

most functionality come from?

One platform (MAP/CRM) does most of it for us

We cobble together independent tools

How many data points go into your score? 1-2 3-7 8-15 16+

Modern Guide to Lead Qualification 2

What types of data are used in your lead scoring?

Firmographic

Demographic

Behavioral

Other ____________________________

Where do you get your firmographic and demographic fit data

from (e.g., industry or role)?

Our lead form

Our sales reps find it all themselves

A 3rd-party data provider (like Clearbit)

Other ____________________________

What tool do you use to route leads? ________________________

How complex are your routing rules?

Simple round robin

We use rules to route certain leads to certain reps

Other ____________________________

Modern Guide to Lead Qualification 3

Do you use automated lead-to-account matching? No Yes

What tool do you use for outreach (e.g., sales engagement

platform)? ___________________

Looking over the past few years at your company, what obstacles
have you overcome in lead scoring and routing? ______________
__________________________________________________________

What advice would you give to a new hire in charge of scoring

and routing? Anything to try or avoid? _______________________
__________________________________________________________

Modern Guide to Lead Qualification 4

Place yourself: Put X’s in the boxes where you see your
company today

Lead scoring

Levels Lead Who owns Scoring Tech ICP Type of

processing scoring ingredients stack maturity scoring
factors

As a Lead volume, More and # of data Scoring ncreasing (Your mileage

company # of GTM more support points/types and routing understanding may vary)
scales up motions, sales for sales from and # of score becomes of ideal
team size. marketing and increasingly customer
data teams automated

Modern Guide to Lead Qualification 5

Lead routing

Levels Lead Lead scoring Who owns Tools Routing

processing maturity routing used complexity
factors
As a company Increasing lead Company More help for the More tools and Increasingly
scales up volume, more increasingly sales team automation complex routing
and more GTM understands support to
motions, more their ICP and mirror business
reps uses lead scoring complexity
models

Modern Guide to Lead Qualification 6