Lead scoring is a process of ranking leads based on their potential value to a business. It involves assigning numerical scores to leads based on various factors, such as demographics, behavior and engagement with marketing materials.

By analyzing these factors, sales and marketing teams can prioritize leads and allocate resources efficiently. Lead scoring helps identify high-quality leads that are most likely to convert into customers. It can also help identify low-quality leads that you can ignore or remove from your pipeline entirely.

Effective lead scoring can significantly increase sales productivity and revenue. It can be used to segment leads, trigger automated marketing campaigns and improve the overall sales process.