If you’re tired of chasing dead-end leads and want a no-nonsense way to focus on people who might actually buy, this guide is for you. We’ll walk through setting up lead scoring in Motidash from scratch. If you’re hoping for magic buttons, sorry—good lead scoring takes some real thinking. But if you want to finally get your sales team working smarter, not just harder, keep reading.
Why bother with lead scoring?
Let’s get this out of the way: lead scoring is not going to fix a broken product or make bad leads suddenly turn into gold. But if you’ve got a steady stream of leads and a sales team stretched thin, a solid scoring model helps you focus on the people most likely to buy. Done right, it means less time wasted and more deals closed.
Motidash has its own quirks, but the basics are the same as everywhere else: you assign points to leads based on things that matter (like job title, company size, or email opens), then sort leads by score. Simple in theory. In practice? It’s easy to overthink or get lost in features, so let’s stick to the essentials.
Step 1: Define what a “good lead” actually means for you
Before you touch Motidash, get real about who you want to sell to. Lead scoring is pointless if you don’t know what you’re aiming for.
Ask yourself: - Who are your best customers? What do they have in common? - Where do your worst leads come from? - What actions or traits actually predict someone will buy?
Get input from your sales team (they’ll tell you what matters and what’s just noise). Don’t make this a 3-month “workshop”—a quick call or a few notes are fine.
Pro tip:
Avoid “vanity” criteria. Just because someone follows you on Twitter doesn’t mean they’ll buy.
Step 2: Make a shortlist of scoring criteria
Now, turn your ideal customer traits into a short list. Don’t go wild—3 to 6 criteria is plenty to start.
Typical scoring criteria:
- Job title or seniority (e.g., decision maker vs. intern)
- Company size or industry
- Email engagement (opened, clicked)
- Website visits or demo requests
- Source of lead (referral, ad, event)
Write these down. If you can’t measure it in Motidash, skip it for now.
Step 3: Assign point values to each criterion
This is where things usually get too complicated. Resist the urge to fuss over exact numbers. You’re aiming for “good enough to test,” not “perfect forever.”
How to assign points: - Most important criteria: 25–50 points - Medium importance: 10–20 points - Nice-to-have: 5–10 points
Example:
- Decision maker title: +40
- Company in target industry: +20
- Opened marketing email: +10
- Attended a webinar: +10
Negative points? Only if something is a real deal-breaker (like “Competitor” or “Student”).
Step 4: Set up your scoring model in Motidash
Time to log into Motidash and put this into action.
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Go to the Lead Scoring section
Usually found under “Settings” or “Leads.” If you can’t find it, use the search bar—Motidash’s navigation is decent, but not perfect. -
Create a new scoring model
There’s probably a button labeled “New Model” or “Add Scoring.” Click that. -
Add your criteria
For each criterion: - Choose the field (e.g., Job Title)
- Set the logic (e.g., contains “Manager”)
- Enter the point value
Repeat for each item on your shortlist.
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Set up any negative scores
Only if you need them. Don’t get fancy with too many “minus” points at first. -
Save and name your model
Use a name you’ll recognize later, like “2024 Sales Model.” Avoid cutesy names—future you will thank yourself.
Heads up:
- Motidash lets you stack multiple models, but don’t do this until you’ve got the basics working.
- Some fields (like behavioral data) may require integration with your email or website tools. If it’s a pain to set up, skip for now and circle back later.
Step 5: Test your model with real leads
Don’t trust the numbers until you’ve run some actual leads through your scoring model.
What to do: - Pick a handful of recent leads—some who bought, some who ghosted you. - See what scores they get. - Do the “good” leads actually score higher?
If it lines up:
You’re on the right track.
If your best leads aren’t scoring high:
Tweak your point values or criteria. Maybe you’re missing something important, or weighting the wrong things.
Common mistakes: - Overweighting easy-to-get data (like email opens) and ignoring real buying signals. - Using too many criteria—keep it simple.
Step 6: Roll it out to your sales team
Once you’re not embarrassed by the results, let your sales team try it out.
Best practices: - Show them where to see lead scores in Motidash. - Explain (briefly) what each score means. Don’t turn this into a 30-slide deck. - Ask for feedback after a week—did the scores actually help?
Watch out for: - Reps ignoring scores because they don’t trust them (usually means your model needs work). - Teams gaming the system (like filling in fake data to boost scores).
Step 7: Review and adjust regularly (but don’t obsess)
No lead scoring model is perfect forever. Plan to review your model every month or so, especially if: - Lead quality feels off - Sales cycles get longer - Your product or target customer changes
How to improve: - Drop criteria that aren’t predictive - Add new signals if you spot patterns (e.g., people who book demos close faster) - Adjust point values if needed
Resist the urge to tweak constantly. Most models fail because people never let them run long enough to learn anything.
What to skip and what to watch out for
- Don’t use “gut feel” criteria—if you can’t measure it, don’t score it.
- Avoid overcomplicating—more rules usually means more confusion, not better results.
- Ignore “AI-powered” lead scoring if you’re just starting. The basics work fine. Fancy tools can come later.
Keep it simple and iterate
Lead scoring in Motidash isn’t rocket science, but it does take a bit of discipline and trial and error. Start small, use real-life common sense, and don’t be afraid to tweak as you learn. The goal isn’t a perfect model—it’s a practical system your team will actually use.
If you’re ever stuck, strip things back to basics and focus on what really moves the needle. The rest is just noise.