// RevOps
Lead Scoring
Ranking inbound leads by fit (firmographic) and intent (behavioural) to prioritise SDR outreach.
In depth
Modern lead scoring blends firmographic fit (ICP match), behavioural intent (site visits, content downloads, product signups) and third-party intent (Bombora, 6sense). Score decay matters as much as the score itself.
Related terms
MQL
Marketing Qualified Lead, an inbound lead that has met a fit + intent threshold and is ready for SDR outreach.
SQL
Sales Qualified Lead, an MQL that an SDR has contacted, qualified and accepted for AE handoff.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.
Intent Data
Third-party behavioural signals (Bombora, 6sense, G2) that indicate an account is researching a category.