Is Your Lead Scoring Broken — or Just Misunderstood?
We often think lead scoring is “done” once it’s set up — but most systems are built on outdated logic, unreliable data, or misaligned goals. The truth? It’s not always the tool that’s broken… sometimes it’s the mindset behind it.
So before you rebuild (or give up completely), let’s assess where things really stand.
Take the 10-Question Scoring Checkup
Ask yourself — or your team — these 10 yes or no questions. Keep track of how many “Yes” answers you get. At the end, we’ll recommend next steps based on your current setup.
If you’re a consultant or agency, feel free to run through this assessment for multiple clients — the answers may change with each org.
The Questions:
- Are your scores built using the new lead scoring app, not the legacy property?
- Are your scores based on reliable, high-fill-rate properties?
- Does your model include recent engagement data (form fills, clicks, page views)?
- Has your score been reviewed or updated in the past 6 months?
- Did both sales and marketing collaborate to define scoring criteria?
- Does your system include negative scoring criteria (aka disqualifiers)?
- Is there an automated handoff from scoring to sales?
- Can reps see the context behind a lead’s score (e.g. Fit vs. Engagement breakdown)?
- Does the sales team say scoring actually helps them prioritize leads?
- Is your scoring system actively used and trusted by both sales and marketing?
How’d You Do?
🟢 10/10 Yes
You’re scoring like a pro. Go treat yourself to a coffee and bask in your operational excellence ☕
Just keep refining and documenting what’s working.
🟡 7–9 Yes
Solid foundation, but there’s room to grow.
Take a look at the topics in the 8-week Lead Scoring Masterminds and join the sessions that align with the areas you want to strengthen. Even a few focused tweaks can make a big impact.
🔴 6 or fewer Yes
Your current scoring system likely isn’t doing what it should.
This is the perfect time to rebuild with the right support. We recommend joining the Lead Scoring Masterminds program and booking a 1:1 session for tailored advice to help you start fresh with confidence. 👉 Learn more and book both here.
Bonus Step: Share with Your Team
Scoring only works when everyone’s aligned.
Once you’ve answered the 10 questions, consider sharing this page with your sales, marketing, or RevOps teammates and compare results.
- 🤔 Do they score it the same way you did?
- 🧭 What answers are different — and why?
It’s a simple way to uncover misalignment before it creates bigger problems down the line.
Define Your Lead Scoring Goal Statement
Whether your score is already a perfect 10 or needs some love, it’s helpful to write a Lead Scoring Goal Statement to keep your team aligned over time. This statement should serve as your guiding principle as you revise, scale, and align your scoring model across departments.
Ask yourself:
- What should scoring help our team do?
- Who needs to trust and use this score?
- What does a “successful” scoring system look like for us?
- What should scoring help our team do?
- Who needs to trust and use this score?
- What does a “successful” scoring system look like for us?
Example Goal Statements
"Our lead scoring system should help sales reps prioritize the highest-fit leads quickly and confidently — without needing to decode how the score was calculated."
"Our goal is to build a modular scoring model that combines contact fit, company fit, and real-time engagement — and automatically routes leads when they’re ready for a conversation."
"We want scoring to be simple, explainable, and trusted by both sales and marketing — with regular reviews to ensure it reflects current buyer behavior."
Take 5 minutes to draft yours. You’ll be glad you have it later.
Want to Learn More?
Watch this video to see how to rethink your scoring system using the Value-First framework:
Casey Hawkins
