If you're tired of chasing “hot” leads that turn ice-cold or wading through a pool of unqualified contacts, you're not alone. Lead scoring promises a fix, but only if you set it up with real-world logic, not wishful thinking. This guide is for sales and marketing folks ready to configure a lead scoring model in Getcorrelated to actually surface valuable prospects—without overcomplicating things or falling for vendor hype.
Why Bother With Lead Scoring?
You know the drill: marketing hands over a big list, sales says none of them are ready, and everyone blames the software. Good lead scoring narrows the gap. It helps you:
- Prioritize leads that match your ideal customer profile (ICP)
- Spot buyers showing intent, not just curiosity
- Waste less time on tire-kickers
But here’s the thing: lead scoring only works if you build it on signals that matter to your business. Don’t blindly copy someone else’s model or let software do all the thinking.
First: Getcorrelated’s Approach (And What It’s Not)
Getcorrelated offers an interface for creating, testing, and adjusting lead scoring models. It pulls in data from your CRM, website, and sometimes third-party enrichment tools. But—contrary to what some marketing decks suggest—it’s not magic. It won’t find a “hidden” pattern that guarantees sales unless you feed it real, useful signals.
Quick reality check:
- It’s not a predictive AI genie (despite any buzzwords).
- You still need to define what a “good” lead looks like.
- Score models aren’t set-and-forget. They’re more like sourdough starters: feed and tweak regularly.
Step 1: Define What Makes a Lead “Qualified” (Don’t Skip This)
Before you touch any settings, get clear on what a qualified lead actually is—for your team. Guessing here leads to junk in, junk out.
Grab recent deals and ask: - What firmographics mattered? (industry, company size, location) - What behaviors showed intent? (visited pricing, booked a demo, replied to emails) - What ruled people out? (freemail domains, job titles that never buy, etc.)
Pro tip:
If your sales and marketing teams disagree here, hash it out now. Lead scoring won’t fix misalignment; it just makes it more obvious.
Step 2: List Your Key Scoring Criteria
Getcorrelated lets you score on two main types of signals:
- Demographics/Firmographics: Who are they? (company size, role, revenue)
- Behavioral: What are they doing? (web visits, email opens, content downloads, etc.)
Make a list. Don’t go overboard; 5–8 solid criteria beat 20 weak ones.
Examples: - Company size: 100–500 employees (+10) - Visited pricing page (+20) - Used a personal email (-15) - Job title: “Manager” or above (+10) - No CRM activity in 30 days (-10)
What to ignore:
- Vanity metrics: “Clicked any blog post” rarely means much.
- Overlapping signals: Don’t double-count the same action in multiple ways.
Step 3: Build the Model in Getcorrelated
Here’s how to get your hands dirty:
- Head to Lead Scoring Settings
- In Getcorrelated, go to Lead Scoring in the admin or settings area.
- Create a New Model (or Edit an Existing One)
- Name it something obvious, like “2024 Qualification Model.”
- Add Your Criteria
- For each, set a rule (e.g., “Job Title contains ‘Director’”) and assign a score.
- Use positive points for good signals, negative for disqualifiers.
- Set Score Thresholds
- Decide: what total score equals “Qualified” (e.g., 50+ points)?
- You can also define tiers like “Marketing Qualified” vs. “Sales Qualified.”
- Save and Preview
- Use Getcorrelated’s preview tools to see how your model scores real leads.
- Sanity check: Do your actual best leads rise to the top?
What works:
- Focusing on a handful of high-impact signals.
- Regularly reviewing which signals actually correlate with closed deals.
What doesn’t:
- Overcomplicating with 20+ rules—no one keeps these updated.
- Setting thresholds based on gut feel instead of data.
Step 4: Test, Tune, and Don’t Trust the Default
A lot of teams set up a model, cross their fingers, and move on. That’s a waste. Here’s how to keep your model honest:
- Spot-check recent leads:
Pull up a handful of “scored” leads. Did your model flag the right ones? Any surprises? - Talk to sales:
Are they seeing better leads, or just more noise? - Check closed-won analysis:
Do your top-scoring leads actually close at higher rates? - Tweak scores and rules:
If a signal isn’t helping, kill it. If a behavior is newly important, add it.
Pro tip:
Set a reminder to review your scoring model every month or quarter. If your business changes, your signals probably should, too.
Step 5: Automate Actions, But Don’t Overdo It
Getcorrelated can trigger workflows when a lead hits your threshold:
- Assign to sales reps
- Enroll in nurture sequences
- Send alerts
That’s all useful—just don’t let automation replace common sense. Make sure someone’s double-checking before your team starts calling leads that scored high for the wrong reasons (like a competitor downloading your whitepaper).
What works:
- Notifying sales when a lead is truly ready.
- Triggering personalized outreach, not just generic drip campaigns.
What to avoid:
- Blasting every “scored” lead with the same message.
- Letting the model run unchecked for months.
Step 6: Keep It Simple, Stay Skeptical
If you’re feeling pressure to add more data sources, more AI, more signals—pause. Most teams get more mileage from simple, explainable models. If you can’t explain why a lead scored high, nobody will trust the system.
A few ways to keep yourself honest: - Limit your model to the signals you can prove matter. - Watch for “model drift” as your business or market changes. - Don’t chase fads (intent data, social signals, etc.) unless you see clear evidence they help.
Real Talk: Pitfalls and How to Avoid Them
Lead scoring isn’t a silver bullet, and Getcorrelated is a tool—not a strategy.
- Don’t expect instant results. It takes a few cycles to see what really works.
- Don’t delegate all thinking to the software. Algorithms can amplify bad logic.
- Don’t ignore feedback from sales. If they don’t trust the scores, nobody benefits.
Wrapping Up: Iterate, Don’t Overthink
Lead scoring in Getcorrelated can help you cut through the noise, but only if you keep it simple, grounded, and regularly updated. Set up your first model, test it with real leads, and tweak as you go. The goal isn’t perfection—it’s a little less wasted time, and a few more good conversations.
Start basic. Stay honest. Iterate fast. The best scoring model is the one your team actually uses.