Framework · GTM Process & Systems

Lead & Account
Scoring & Routing

Organizations that respond to leads within 5 minutes are 21× more likely to qualify them — but the average B2B response time is 42 hours. Scoring + routing closes the gap.Harvard Business Review / Drift

The solution: The operational bridge between ICP definition and sales execution: a scoring model that ranks leads by fit + behavior, routing rules that assign them in seconds, and SLAs that hold reps accountable for speed-to-lead.

Explore Framework ↓ ↓ Imp Guide ↓ Download Assets
Type Scoring Model + Routing Rules
Scoring Dimensions Fit (firmographic) + Intent (behavioral)
Tiers A · B · C · D (with routing rules)
SLAs Defined Response time · Attempt cadence · Recycle
Built by Julia Ormond
Scoring Model

Two dimensions. One score.

Fit tells you who they are. Intent tells you what they’re doing. The combination determines priority. Score 0–100, with fit and intent weighted 50/50.

Signal Criteria Points Dimension
Fit Signals (max 50 pts)
Company Size 50–500 employees (ICP sweet spot) +15 Fit
Industry Target vertical (SaaS, FinTech, HealthTech) +10 Fit
Title / Seniority VP+ or Director in target function +10 Fit
Tech Stack Uses complementary tools (Salesforce, HubSpot) +8 Fit
Geography Serviceable region +7 Fit
Intent Signals (max 50 pts)
Demo Request Submitted demo or pricing form +20 Intent
Pricing Page Visit Visited pricing page 2+ times in 7 days +10 Intent
Content Engagement Downloaded 3+ assets in 30 days +8 Intent
Email Engagement Opened 5+ emails and clicked 2+ in 14 days +5 Intent
Event Attendance Attended webinar or in-person event +5 Intent
3rd Party Intent Bombora / G2 / TrustRadius surge signal +2 Intent
Negative Signals
Competitor Employee Works at a direct competitor −50 Fit
Personal Email Gmail, Yahoo, etc. −15 Fit
Unsubscribed Opted out of marketing emails −10 Intent
Lead Tiers

Four tiers. Four playbooks.

Each tier maps to a specific routing action, SLA, and engagement cadence. No lead falls through the cracks.

A
Hot — Sales Ready
Score: 80–100
Route immediately to named AE. SDR calls within 5 minutes. High fit + high intent.
B
Warm — Nurture Fast
Score: 60–79
Route to SDR for same-day outreach. Typically high fit / moderate intent, or moderate fit / high intent.
C
Cool — Marketing Nurture
Score: 30–59
Keep in marketing nurture. Add to targeted drip. Re-score monthly. SDR picks up if score crosses 60.
D
Cold — Recycle or Disqualify
Score: 0–29
Low-touch automation only. If no engagement in 90 days, archive. If negative signal, disqualify.
Routing Workflow

From form fill to first touch in minutes.

Every inbound lead follows this path. The routing engine handles assignment; SLAs handle accountability.

1
Lead Captured
Form submission, chat, event registration, or 3rd-party intent signal triggers lead creation in CRM.
Instant
2
Enrichment & Scoring
Auto-enrich with Clearbit/ZoomInfo. Score calculated against fit + intent model. Tier assigned (A/B/C/D).
< 30 sec
3
Routing Assignment
Round-robin within segment/territory for Tier A–B. Geography and named-account rules applied. Tier C–D stay in marketing.
< 1 min
4
SLA Clock Starts
Tier A: 5-minute response SLA. Tier B: 2-hour SLA. Slack/email alert fires to assigned rep. Manager notified on breach.
A: 5m / B: 2h
5
Attempt Cadence & Recycle
Tier A: 8 touches over 10 days. Tier B: 6 touches over 14 days. Unresponsive leads recycle to marketing after cadence ends.
10–14 days
SLA Benchmarks

The numbers that drive accountability.

< 5 min
Tier A Response
First meaningful touch (call or personalized email) for sales-ready leads.
< 2 hr
Tier B Response
Warm leads get same-session outreach. If no response in 2h, reassign to next available.
85%+
SLA Compliance
Target for rep-level compliance. Below 80% triggers coaching conversation with manager.
30%
MQL → SQL Target
Healthy conversion from marketing-qualified to sales-qualified with proper scoring in place.

Route faster. Convert more.

Download the scoring model template, routing configuration guide, and SLA tracking dashboard. Adapt the signals and thresholds to your ICP and tech stack.

↓ Download Assets ← Back to Toolkit