Lead scoring includes two processes to evaluate the lead and integrate it into the appropriate phase of lead management.

Lead quality criteria

The information obtained from the customer is compared with the elaborated buyer personas and the product range offered. In the lead scoring, the chance of success of a sale can be estimated by means of a ranking. An "A" with almost all customer profile matches, compared to a "C" with fewer similarities, has a greater chance of success in ultimately closing a sale.

Lead interest measurement

All communication and response activities that the customer has exchanged with the company are evaluated. These activities can range from website profiling to questions asked during telephone calls. For example, this can be evaluated using a point system. According to this, 80 out of 100 possible points would be an almost perfect evaluation of the communication results.