Lead Scoring That Actually Predicts Pipeline in Zoho CRM (2025)
Gabbee Team•
Design a fit + intent scoring model with negative signals, decay, and product/region segmentation that MQLs sales actually trusts.
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Lead Scoring That Predicts Pipeline
Strong lead qualification starts with a scoring model that reflects real buying signals—not guesses. Prioritize fit, capture intent, and build guardrails.
Fit vs. Intent
- Fit: ICP fields like industry, employee count, revenue, tech stack, and seniority. Weight higher than behavior.
- Intent: Email opens/clicks, website sessions (SalesIQ), form depth, webinar attendance, ad responses.
Negative Signals and Decay
- Negative signals: competitor emails, personal domains for B2B, no phone, unsubscribes, hard bounces.
- Decay: reduce scores after inactivity (e.g., -20% after 7 days, -50% after 21 days) to prevent stale MQLs.
Segmentation & Handoffs
- Separate scoring by product and region; distinct thresholds per motion.
- Gate MQL: trigger only when score ≥ threshold and required fields present; auto-create tasks and notify owner.
Iterate with Outcomes
Review closed-won/lost monthly. Promote signals that correlate with wins and dial down noise. Keep a lightweight change log.
Zoho Implementation Tips
- Store
Fit Score,Intent Score,Priority Index, andScore Last Updatedon the Lead/Contact. - Use Functions to recalc on events and nightly. Add an "Explain Score" button to display top contributing signals.
Result
Consistent MQLs, trusted handoffs, and rising pipeline quality.
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