The problem with traditional lead scoring
Typical scoring: +10 pts for email open, +20 for whitepaper download, +30 for pricing page visit. This measures marketing engagement — not purchase readiness. A B2B2C company downloading a PDF for research enters a sales rep's pipeline and wastes their time.
Revenue-based lead scoring — the foundation
Instead of scoring activities, start by analyzing closed deals. Questions: What was the title of the person who signed? What industry? Which pages did they visit before contact? Which content did they download? These are the real ICP signals.
3-step revenue-based scoring implementation
1. Analyze last 50 closed deals — demographic and behavioral patterns. 2. Define ICP from data (not intuition). 3. Scoring model with weights based on correlation to closing — not to engagement.
Check if junk leads are your problem — Revenue Leak Self-Check