Outbound Glossary
Lead scoring
A number that ranks prospects. It is only as good as the outcome it was built to predict, which is the question almost nobody asks it.
Lead scoring assigns points for attributes and behaviour so a team can work the highest numbers first. Some scores are fitted models. Most are rules somebody wrote by hand, which is worth knowing before you treat the output as a prediction.
The question to ask any score is what it was trained to predict. Scores built on engagement signals predict engagement, which is not revenue, and a model fitted on a few dozen closed deals is fitting noise. A crude score tied to a real outcome beats a sophisticated one tied to activity.