Lead scoring & Hot Leads

Lead scoring ranks incoming prospects by fit and engagement so your team spends time on the leads most likely to close. Hot Leads is the auto-curated shortlist of the highest scorers, ready for immediate follow-up.

How it works: a scoring model combines four signal groups — engagement (activity such as opens, replies, and site visits), demographic (fit signals like company size and, for the contact, whether their job title reads as a decision-maker), behavioral (recency and depth of interaction), and campaign (how many touchpoints they’ve had and whether they converted on a campaign) — each weighted according to the model’s rules, into a single 0–100 score with a letter grade (A ≥ 90, B ≥ 80, C ≥ 70, D ≥ 60, below that is F). The score recalculates automatically whenever a lead is created, changes pipeline stage, converts, or gets a new campaign touchpoint — you don’t have to run it by hand, though a manual Recalculate is available for bulk updates. Hot Leads shows leads scored at grade B or above (score ≥ 80) under your default scoring model; it’s the same score that shows up on the lead’s detail page in CRM and follows the lead when you convert it to a quotation in Sales.

When to use

Use lead scoring when your team gets more leads than it can call, and you want the best ones surfaced first and handed to Sales.

Before you start

• Permissions: lead_scoring:read to open Lead Scoring and Hot Leads; lead_scoring:write to edit models; lead_scoring:approve to activate a model.
• Toggle: business.lead_scoring_enabled must be on, and a default model must exist, otherwise scores are not written.
• Leads come from CRM and from campaign members, so the CRM lead pipeline should already be in use.

Step by step

Statuses

Scores map to letter grades, which decide whether a lead is “hot”.

Tips & common mistakes

• Keep exactly one default model; Hot Leads ignores other models.
• If the Hot Leads list is empty, check that scoring is enabled and a default model exists before blaming the rules.
• Marketing scores are separate from the AI score field on a CRM lead; read the marketing score on the Hot Leads page and the lead detail.
• After a big rule change, run Recalculate so old leads are not judged by old weights.
• Do not set weights so that nothing reaches 80, or the shortlist will always be empty.

Related

• CRM lead pipeline
• Sales quotations
• Campaign members & outbound sending
• Lead Qualifier