If you’re tired of sales reps ignoring lead scores or spending hours fiddling with spreadsheets, this guide’s for you. We’ll walk through how to set up automatic lead scoring in Extrovert that’s useful—without overcomplicating things or getting lost in buzzwords. Whether you’re a sales manager, a RevOps pro, or just the unlucky person who got handed “lead scoring,” you’ll get a clear, real-world process. Let’s get your team actually using scores that help, not hinder.
Why Automate Lead Scoring? (And Why Bother?)
Let’s be honest: most sales teams either ignore lead scoring or don’t trust it. The good news? When done right, it can save time, cut the noise, and help reps focus on real prospects. When done wrong, it’s just another dashboard no one looks at.
Automation matters because: - Manual scoring is slow and inconsistent. - You want reps selling, not fiddling with data. - Good automation means you can tweak and improve, instead of starting over every month.
But—automation doesn’t magically fix bad logic. Garbage in, garbage out.
Step 1: Get Clear on What Makes a Good Lead (Don’t Skip This)
Before you even open Extrovert, nail down what makes a lead worth your reps’ time. This is where most teams stumble. If you just score based on “job title” or “company size” because that’s what the vendor demoed, you’ll end up with junk.
Do this first: - Look at your last 20-50 closed/won deals. - Ask: What did those leads have in common? (Industry, company size, website actions, etc.) - Talk to your reps. They’ll tell you what actually signals a hot lead (and what’s just noise).
Pro tip: Don’t get hung up on getting it perfect. Just be honest and specific. “Marketing manager at SaaS company with >50 employees who booked a demo” is better than “decision maker.”
Step 2: Map Out Your Data Sources
Automated lead scoring is only as smart as the data you feed it. If your CRM is full of blanks, or your website tracking is shaky, stop and fix that first.
What you should check: - Do you have clean data for things like industry, company size, and engagement? - Are website visits, form fills, and email opens tracked reliably? - Is all this data syncing into Extrovert?
Don’t: Try to score leads based on stuff you don’t actually collect (“social media sentiment,” anyone?).
Do: Start with 3-5 data points you trust. You can always add more later.
Step 3: Log into Extrovert and Find Lead Scoring
Once you’ve got your criteria and data lined up, it’s time to actually use Extrovert. (If you aren’t already set up, get admin access and connect your CRM first.)
How to find lead scoring in Extrovert: 1. Sign in and head to Settings or Admin (name may vary). 2. Look for “Lead Scoring” or “Scoring Rules” in the navigation. 3. If you don’t see it, check permissions—sometimes only admins can edit.
You should land on a screen where you can build scoring rules. If you’re lost, hit the help docs or support chat—Extrovert’s UI is decent, but not always obvious.
Step 4: Build Your First Scoring Model
Now for the meat of it: setting up rules that actually work in the real world.
A. Start Simple
Don’t try to build the “perfect” model on day one. You’ll just overwhelm yourself (and your reps). Instead, pick the handful of signals that really matter.
Common starting criteria: - Demographics: Job title, company size, industry - Engagement: Website visits, email opens, form fills, demo requests
B. Assign Points (Without Overthinking It)
Extrovert usually lets you assign points to each rule. Resist the urge to make everything a 5-point scale. Here’s what works in practice:
- Make “must-have” criteria worth more (e.g., demo request = +30)
- Make “nice-to-have” criteria worth less (e.g., opened 2+ emails = +5)
- Subtract points for obvious junk (e.g., free email domains = -10)
Example: - Company size > 100 employees: +15 - Requested demo: +30 - CEO or VP in job title: +10 - Opened 3+ emails: +5 - Used Gmail, Yahoo, etc.: -10
Pro tip: Write down your point rules in plain English first. If you can’t explain them to a new rep, they’re too complicated.
C. Set Score Thresholds
Decide what makes a lead “hot,” “warm,” or “cold.” This helps reps know when to act.
- Hot: 40+ points
- Warm: 20–39 points
- Cold: <20 points
Don’t obsess over the exact numbers. You’ll tweak them later.
Step 5: Test With Real Leads (Not Just Test Data)
This is where most teams screw up—they set up a model, high-five, and move on. Instead, run your new lead scoring against real leads from the past couple months.
What to look for: - Did your “hot” leads actually convert? - Are you flagging too many “cold” leads that turned into deals? - Any false positives (junk leads scored as “hot”)?
If the results are way off, adjust your point values or criteria. If you’re close, you’re on the right track.
Don’t: Trust the default Extrovert scores blindly. Do: Gut-check your model with real examples and get feedback from the sales team.
Step 6: Automate Actions Based on Scores
Scoring by itself doesn’t do much. The real win is using those scores to drive action—automatically.
In Extrovert, you can: - Auto-assign “hot” leads to top reps or specific teams - Trigger email sequences for “warm” leads - Send Slack or email alerts when a lead crosses a threshold - Move “cold” leads to nurturing campaigns
Map these actions in Extrovert’s workflow or automation builder. Keep it basic at first—don’t try to automate every single thing.
What to skip: Don’t over-engineer. Start with one or two automations that solve real pain points (like getting hot leads in front of reps, fast).
Step 7: Roll Out to Your Team (And Actually Get Buy-In)
Now comes the hard part: getting your sales team to trust and use the new scores.
What works: - Run a quick training—show real examples, not just slides. - Explain what’s changing (and what isn’t). - Ask for feedback after a week. Listen, and tweak if needed.
What doesn’t: - Forcing change without explanation (“just trust the system” never works) - Changing scoring rules every week—consistency builds trust
Step 8: Iterate Every Month (But Don’t Obsess)
No lead scoring model is perfect. The best teams revisit their rules every month or so—just enough to keep things relevant, not so often that reps get whiplash.
How to review: - Look at conversion rates for “hot” leads—are they better than “warm” or “cold”? - Ask reps: Are good leads getting missed? Are junk leads slipping through? - Kick out criteria that aren’t adding value.
Keep a change log—so you know what you tweaked and why.
Common Pitfalls to Avoid
You’ll see a lot of advice out there. Here’s what to ignore (or at least be skeptical about):
- Chasing “AI-powered” scoring: Unless you’ve got tons of clean data, simple rules beat black-box models.
- 100-point models: More rules don’t mean better results. Start small.
- Scoring based on vanity signals: Just because a lead visited your pricing page doesn’t always mean they’re ready to buy.
- Ignoring sales feedback: Your reps know when scores are off—listen to them.
Wrapping Up: Keep It Simple, Tweak as You Go
Automating lead scoring in Extrovert can save your team hours and help everyone focus on leads that really matter. But don’t treat it like a one-and-done project. Start simple, use data you trust, and don’t be afraid to adjust as you learn.
Remember: the goal is to make your sales team’s lives easier—not to build a scoring model so fancy that no one understands it. Keep it practical, iterate every month or so, and you’ll get more value than any fancy “AI” pitch can promise.
Ready to get started? Log in, set up your first rules, and go from there. The best lead scoring model is the one your team actually uses.