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Average Lead Score

Lower is better

Sales
Marketing

How is Average Lead Score calculated?

Average Lead Score formula

Calculating your average lead score is dependent on the lead scoring model that you choose to use. If you're manually calculating this score for your business, you'll want to separate the behaviors that would better qualify someone for your sales team from behaviors that may indicate that someone really isn't interested in your offering.

Examples of behaviors that may justify a higher lead score:

  • Job title, role, or experience in an industry
  • Company size or revenue
  • Geographic location may be beneficial if you organize your sales team by region or territory.
  • A large number of website visits, logins, or an activation event.
  • Social media or marketing interactions. A customer may be interested in learning more about your product or service if they're engaging with your content.
  • Trial activations
  • Webinar or event registrations

Examples of behaviors that may justify a lower lead score:

  • Unsubscribing from your marketing content
  • Unfollowing your social media accounts
  • Signups or website visits from competitors
  • Non-converting behavior, some users may be interested in learning more about your open positions and may visit your website often, leading to a deceptively high lead score.

Time is also a big factor in lead scoring. If a user has not interacted with your content or product in a while, their score should degrade as time progresses.

You'll want to work with your sales, marketing, and user research teams to determine what characteristics best predict the probability of a lead converting to a paying customer. Ground-level sales reps often have great feedback about what the ideal customer looks like, which will benefit your lead scoring model and future marketing efforts.

What is Average Lead Score?

Lead scoring is a way for sales teams to prioritize who to reach out to based on how likely it is for them to convert to a paying customer. In fact, organizations that implement lead scoring see a 77% increase in lead generation ROI.

In addition to calculating a lead score, you'll also want to determine the score that qualifies them as ready to speak to your sales team. This can be different for each organization, and you'll want to work with your sales and marketing team to determine this minimum threshold.

Why is Average Lead Score important?

It becomes increasingly important as your company scales as you'll want to ensure that you're spending your time efficiently. Imagine you have 10,000 users that have signed up for your product or service but only 10 sales reps. You'll want to reach out to the users that are the most likely to purchase your product and are willing to pay the most amount of money for it. Lead scoring empowers your team to work smarter, not harder, and helps teams grow revenue at scale.

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