Want your sales team to stop wasting time on dead-end leads? You need a lead scoring model that actually works. This guide is for B2B sales teams—especially the ones tired of chasing their tails and ready to focus on prospects who might actually buy. We’ll walk through building a practical lead scoring model in Gorattle, a sales automation tool that’s flexible enough to get the job done but not so hyped up you’ll be stuck in endless configuration hell.
Let’s get into the nuts and bolts—no fluff, just what you need to know.
What is Lead Scoring—And Why Bother?
Lead scoring is pretty simple: you assign points to leads based on how likely they are to buy. The higher the score, the hotter the lead. The whole point is to help your sales team sort the wheat from the chaff—so they don’t spend all day calling tire-kickers.
But here’s the honest truth: most lead scoring models are either too basic (so everyone looks “hot”), or so complicated nobody trusts the scores. The best models are straightforward, based on real data, and get tweaked as you learn what’s working.
Step 1: Figure Out What a Good Lead Looks Like
Before you touch Gorattle, you need to know what makes a lead worth your time. Don’t skip this step. If you just score leads based on guesswork, you’ll end up wasting even more time.
Ask yourself: - What traits do our best customers share? (Industry, company size, job title, etc.) - What actions usually mean someone’s serious? (Booked a demo, downloaded a whitepaper, replied to outreach) - What’s a clear dealbreaker? (Wrong industry, too small, just looking for a freebie)
Pro tip: Talk to your sales reps. They know which leads go nowhere.
What to ignore: Vanity signals (like someone opening your email three times) rarely mean much in B2B. Focus on actions that show real intent.
Step 2: Map Out the Data You Actually Have
Gorattle can’t score what it doesn’t know. List out the data you actually collect. This usually falls into two buckets:
- Firmographics: Company size, industry, location, revenue, tech stack, etc.
- Behavioral signals: Website visits, content downloads, email replies, demo requests, webinar signups.
Where most teams go wrong: They try to score on data they wish they had (“How much budget do they have?”), but it’s missing for 90% of leads. Stick to fields you can trust.
Step 3: Prioritize Your Scoring Criteria
You can’t score everything. Pick 3–5 criteria that matter most. Here’s what usually works for B2B:
- Job title / role: Decision makers score higher.
- Company fit: Industry, size, or other “must-have” factors.
- Action taken: Demo request or meeting booked trumps just visiting your site.
- Email engagement: Replied to an email? That’s worth something.
- Website activity: Multiple visits to your pricing page = good sign.
Honest take: Don’t overthink this. You’re not building a rocket. Start with what’s obvious, and improve over time.
Step 4: Assign Simple, Sensible Point Values
Now, translate your criteria into points. In Gorattle, you can set up rules like “+20 points if job title contains ‘VP’ or ‘Director’” or “+10 points for a demo request.”
Example scoring:
- +20 points: Job title includes ‘Head of,’ ‘VP,’ ‘Director’
- +15 points: Company size > 100 employees
- +10 points: Industry matches your target list
- +25 points: Requested a demo or meeting
- +10 points: Replied to an outreach email
- -20 points: Company in a non-target country
Tips: - Use round numbers. You’re not splitting atoms. - Negative points are fine for dealbreakers. - Don’t try to make the scores add up to 100. Just make sure higher is better.
Step 5: Set Up Your Scoring Model in Gorattle
Now you’re ready to jump into Gorattle and actually build the model.
Here’s how the process usually works:
- Open Gorattle’s lead scoring settings: Usually under “Automation” or “Lead Management.”
- Add your scoring rules: For each rule, set the field, condition, and point value.
- Set decay rules (optional): Some teams want points to expire if a lead goes cold. If you’re just starting, skip this. It adds complexity fast.
- Save and test: Run a few leads through and see how the scores look.
What to watch out for: - If scores are bunched together (everyone’s between 40–60), spread out your points more. - If nobody gets a high score, you’re being too stingy with points—or your criteria are off.
Step 6: Define What Makes a “Hot” Lead
A score is just a number until you act on it. Decide what score means “ready for sales.” In Gorattle, you can set up alerts or automate tasks when a lead crosses a threshold.
Example: “If score ≥ 60, assign to sales rep and send Slack alert.”
Don’t: Set the threshold so high nobody ever qualifies. You want a manageable flow—not zero leads.
Step 7: Test, Rethink, and Tweak
This is where most teams get lazy. Your first scoring model won’t be perfect. Review it every few weeks.
What to check: - Are high-scoring leads actually converting? - Are reps ignoring the scores? - Are you missing out on good leads because of a bad rule?
How to fix it: - Adjust point values up or down. - Add or remove rules based on real outcomes. - Ignore pet theories—follow the data.
Step 8: Keep Your Model Simple (and Ignore the Hype)
Some vendors will try to sell you “AI-powered predictive scoring.” Honestly, for most B2B teams, a simple rule-based model works just fine—especially when you’re starting out. Focus on what you can understand and control.
When should you get fancy? If you have thousands of leads per month and tons of data, it might be worth testing advanced models. But don’t let the promise of “AI” distract you from the basics.
Pro Tips for Lead Scoring in Gorattle
- Document your rules: Keep a list of what each rule does and why. This helps when someone asks “Why did this lead get a 70?”
- Get feedback from sales: If reps don’t trust the scores, find out why. The whole point is to help them, not add busywork.
- Automate where it helps: Gorattle lets you assign leads, trigger emails, or update fields based on scores. Use automation, but don’t overdo it.
What to Skip (Unless You Like Wasting Time)
- Scoring based on pageviews alone: In B2B, one person clicking around doesn’t mean much.
- Relying only on form fills: Some great leads won’t fill out every field.
- Building a “perfect” model: There’s no such thing. Good enough is good enough.
Wrapping Up: Start Simple, Iterate Often
Lead scoring isn’t magic. In Gorattle, you can set up a solid, practical model in a couple of hours. Focus on what you know works, keep things simple, and tweak as you go. The goal isn’t a fancy spreadsheet—it’s helping your team spend more time with leads who might actually buy.
Stay skeptical, stay practical, and don’t be afraid to change things up. That’s how you’ll build a lead scoring model that’s actually useful.