--- title: "Lead scoring: definition, formula and example" url: "https://coldmeetings.com/glossary/lead-scoring.md" canonical_url: "https://coldmeetings.com/glossary/lead-scoring" last_updated: "2026-10-19" type: "conceptual" summary: "Lead scoring gives each lead points for how well it fits and how it behaves, so you contact the strongest first. See the formula and an example." related: ["https://coldmeetings.com/glossary/lead-qualification.md", "https://coldmeetings.com/glossary/marketing-qualified-lead.md", "https://coldmeetings.com/glossary/ideal-customer-profile.md"] --- # Lead scoring: definition, formula and example > **For AI agents:** the complete index of ColdMeetings pages is [llms.txt](https://coldmeetings.com/llms.txt). Every page is also served as markdown at its URL plus .md. Lead scoring gives each lead points for how well it fits and how it behaves, so you contact the strongest first. See the formula and an example. **What is lead scoring?** Lead scoring assigns points to each lead for how well the company and person fit your target buyer and for what they have done, so a team can contact the strongest leads first. The total score is a sorting aid, not a verdict. Group: 2. Lists and qualification. ## Lead score - lead score = fit points + behavior points ## The parts 1. **Fit points**: Points for who the lead is: company size, job title and industry. Fit changes rarely, so these points are stable. 2. **Behavior points**: Points for what the lead did: replied to a message, visited the pricing page or clicked a link. These move as the lead acts. 3. **A threshold**: A line, for example a score at which a lead goes to a seller. Without a line the number does not change anyone's work. 4. **Regular review**: Compare high scorers with the leads that became customers, then adjust points that do not match. ## Worked example: two leads at a scheduling software company Tidal Calendar, a fictional company, awards fit points of 20 for company size, 15 for job title and 10 for industry, and behavior points of 25 for a reply, 10 for a pricing visit and 5 for a link click. Leads at 60 or more go to a seller. 1. Lead one: fit 20 + 15 = 35 points. Behavior 25 + 10 = 35 points. 2. Lead one score: 35 + 35 = 70. 3. Lead two: fit 10 points, behavior 5 points, score 15. 4. Threshold 60: lead one goes to a seller, lead two keeps nurturing. Lead scores against a threshold of 60 - Lead one: 70 points - Lead two: 15 points - Threshold: 60 points ## How to apply it 1. List the traits your best customers share and give each a small number of fit points. 2. List the actions that show interest and give each behavior points that reflect how close it is to buying. 3. Set a threshold that sends a lead to a seller, and start with a round number you can change. 4. Every quarter, compare scores with real outcomes and move points that mislead. ## Common mistakes - Scoring every click equally, so a newsletter open counts as much as a pricing visit. - Never lowering a score, so old activity keeps a cold lead near the top. - Treating the score as a decision instead of a way to order the work. ## Related terms - [Lead qualification](https://coldmeetings.com/glossary/lead-qualification.md): Lead qualification is the step of checking whether a lead is worth a sales conversation: whether the company fits your profile, whether there is a real need and whether the person can act. - [Marketing qualified lead](https://coldmeetings.com/glossary/marketing-qualified-lead.md): A marketing qualified lead (MQL) is a contact who has met an agreed standard of fit and activity, so they are worth passing from marketing to sales. - [Ideal customer profile](https://coldmeetings.com/glossary/ideal-customer-profile.md): An ideal customer profile (ICP) is a written description of the type of company that gets the most value from what you sell and is easiest to win and keep. ## Keep reading - [Prospect lists](https://coldmeetings.com/product/prospect-lists.md) - [Cold email metrics](https://coldmeetings.com/blog/cold-email-metrics.md) - [Market size calculator](https://coldmeetings.com/tools/market-size.md) ## Questions ### What is the lead scoring formula? Lead score equals fit points plus behavior points. ### Should fit and behavior count equally? Not necessarily. Many teams weight behavior more once a lead has acted, because action shows timing. Choose weights from your own results. ### How many points should a lead need? There is no universal number. Set a threshold and adjust it until sellers say the leads above it are worth their time. ### Can a lead lose points? Yes. Subtracting points for long silence keeps stale leads from sitting at the top. Questions about outbound for your own company? Email hello@coldmeetings.com. ## Related - [Lead qualification: definition and example](https://coldmeetings.com/glossary/lead-qualification.md) - [Marketing qualified lead (MQL): an example](https://coldmeetings.com/glossary/marketing-qualified-lead.md) - [Ideal customer profile (ICP): an example](https://coldmeetings.com/glossary/ideal-customer-profile.md)