Lead scoring matrix

What is the lead scoring matrix?

Our lead scoring matrix is a four-part framework that helps marketing and sales teams evaluate the quality of leads and prioritize which ones deserve attention first.

By assigning clear, consistent scores to leads based on attributes (fit, behavior, engagement) and actions (downloads, event attendance, product interest), the matrix ensures that only the most qualified opportunities are passed to sales—shortening cycles and increasing win rates.

Instead of relying on gut feel, this framework gives you a data-driven, repeatable approach to lead qualification.

What’s inside the matrix?

The framework breaks down into two main components:

1. Fit criteria
   • Company size
   • Industry
   • Job title/seniority
   • Geographic region
2. Engagement criteria
   • Content downloads
   • Webinar/event attendance
   • Website visits/product page views
   • Email engagement

Each criterion is weighted and scored in the spreadsheet, allowing you to calculate an overall lead score (e.g., 0–100). Leads can then be categorized as:

• Sales-ready (hot leads)
• Marketing nurture (warm leads)
• Low-priority (cold leads)

The matrix also includes customizable scoring fields, examples, and formulas so you can adapt it to your own business model.

Get your lead scoring matrix

Lead scoring matrix

Google Docs