Lead Scoring Calculator

Behavioral score has the widest point range in this model — 0 to 30, versus 0-25 for demographic and firmographic fit and 0-20 for general engagement — because direct engagement signals like demo requests and repeat page views tend to correlate more strongly with sales-readiness than static attributes like job title or company size. A change in behavioral score therefore moves the total lead score more than an equivalent change in any other single category.

No. Total Leads at This Score only feeds the Expected Conversions estimate — it multiplies the conversion probability by that count to project how many of a batch of similarly-scored leads are likely to convert. It has no effect on the lead score, grade, or conversion probability of any single lead, which are determined entirely by that lead's own four category scores and recency.

The bonus decays linearly from 10 points at zero days since last interaction down to 0 points at 90 days, losing roughly 0.11 points per day. A lead who engaged yesterday gets nearly the full 10-point bonus, while a lead who has been silent for three months or more gets none, which is why re-engaging cold leads before the 90-day mark can meaningfully improve their score.

A straight line from the score would imply a lead scoring 0 has exactly 0% chance of converting and one scoring 100 has exactly 100%, which overstates certainty at both extremes. The sigmoid curve flattens near 0 and 1, reflecting that even weak leads occasionally convert and even excellent leads aren't guaranteed to, while still rewarding higher scores with meaningfully higher estimated probability in the middle of the range.

No — the raw score (category points plus recency bonus) can reach at most 110, but the calculator normalizes and caps the displayed Lead Score at 100 even in that maximum case, so the 0-100 scale stays consistent regardless of how the underlying weights are distributed.