PRACTICAL B2B LEAD SCORING 360 DIGITAL ACADEMY | FREE STARTER WORKSHEET Time: 60 minutes Outcome: A small, explainable scoring model ready for historical review. Name / team: ____________________ Date: ____________________ 1. UNDERSTAND AND ASSESS Work with sales to identify signals that indicate a good fit and meaningful interest. Begin with a few reliable signals. This is a planning worksheet, not a guarantee of conversion or a preconfigured CRM calculator. Key idea: Fit describes whether an account or person matches your intended customer. Engagement describes what they do. Keep these dimensions visible separately so frequent activity does not hide poor fit. Treat missing information as unknown. Illustrative model only: target industry +10 fit; relevant role +10 fit; consultation request +20 engagement; attended product session +5 engagement. Example review gate: fit at least 10 and engagement at least 20, with no explicit exclusion. Validate before adopting. Who is our intended customer, and which needs can we reliably serve? Your response: __________________________________________________ Which historical outcomes will we use to assess usefulness? Your response: __________________________________________________ Which data is reliable enough to score, and which remains unknown? Your response: __________________________________________________ 2. BUILD YOUR WORKING PLAN Define a first scoring model For each signal, specify the data source, points, maximum repetition, and expiration where appropriate. Separate a true exclusion from a negative signal. A personal email address or missing job title alone is not proof of poor fit. Signal / definition | Fit or engagement | Points / cap | Expiry / evidence Target industry | __________________ | __________________ | __________________ Relevant buying role | __________________ | __________________ | __________________ Consultation request | __________________ | __________________ | __________________ Meaningful event activity | __________________ | __________________ | __________________ Explicit exclusion | __________________ | __________________ | __________________ What combination triggers human review, and who reviews it? Your response: __________________________________________________ When should old activity stop contributing? How do repeat actions avoid inflation? Your response: __________________________________________________ What happens when sales rejects a scored lead or later changes its outcome? Your response: __________________________________________________ 3. VALIDATE AND TAKE ACTION [ ] Sales and marketing agree on each signal and its definition. [ ] Fit and engagement can be explained independently. [ ] Repeated activity is capped and stale activity is addressed. [ ] Explicit exclusions have evidence and a review process. [ ] Won, lost, accepted, and rejected examples have been reviewed. [ ] A pilot owner, sample period, and review date are recorded. Measure what changes: Track sales acceptance: accepted scored leads / reviewed scored leads. Also inspect missed good leads below the threshold; acceptance alone can hide low coverage. Our baseline / target / source / review date: ______________________ Suggested implementation rhythm Review a representative historical sample, including weak and strong outcomes. Pilot with human review before automatic high-volume routing. Compare outcomes by score band, then adjust one assumption at a time. First action / owner / due date: __________________________________ Open issue / decision / approver: _________________________________ Practical education by 360 Marketing Solutions | 360digitalacademy.us