Lead Scoring
Lead scoring is the practice of assigning point values to a lead's answers and attributes so leads can be ranked by how likely — and how valuable — they are to convert.
Where qualification gates, scoring ranks: every qualified lead gets a numeric score built from its answers — budget range, timeline, project scope, intent signals. The score decides priority: who gets called first, who goes to nurture, and increasingly, what the ad platforms optimize toward.
Modern scoring happens at capture rather than afterward. When the form itself scores each answer as it's given, the lead arrives already ranked — no batch enrichment job, no spreadsheet triage. Scores can also map to estimated dollar values (dynamic lead value), turning the ranking into revenue terms.
In practice
A solar funnel scores three answers: a $450+ electric bill (40 points), home ownership (30), and a this-quarter timeline (30). The lead totals 100 and routes to a closer's phone; a 40-point lead from the same campaign routes to email nurture.