A free Google Sheet to plan your lead scoring in HubSpot: what earns a lead points, what takes them away, and when a lead is ready for sales.
What's inside
Everything you need to agree what a good lead looks like
- 1
Contact criteriaJob title, email type, persona, buying role and enquiry type, with points for good fits and bad fits.
- 2
Company criteriaTarget accounts, industry, location, revenue, team size and ideal customer tier.
- 3
Behaviour scoringEmail clicks and page visits that add points, and points that drop away when a lead goes quiet.
- 4
Notes to guide youThe scoring formula, and how lead scoring works alongside lead assignment.
Get the template
| Gives points | Takes points away |
|---|
| Contact |
| Job title = Director or C-suite | +15 | Free email address | -10 |
| Business email | +5 | Competitor or supplier | -50 |
| Enquiry type = Quote | +20 | Unsubscribed from all email | -20 |
| Company |
| Target account = Yes | +20 | Industry outside your market | -15 |
| Employees over your minimum | +10 | HQ outside your regions | -10 |
| Behaviour |
| Page visits 11 to 20 | +10 | No visit in 8 weeks | -15 |
| Marketing email clicks 6 to 10 | +5 | Last engagement over 12 weeks | -10 |
NotesContactCompany
Example points. In your copy the points column starts at 0 for you to fill in.
The formula
Every score is four parts added together
The template is laid out the same way, so you fill in one part at a time.
DemographicWho the person is: role, seniority, email type
+
GeographicWhere they and their company are based
+
FirmographicThe company: industry, size, revenue
+
BehaviourWhat they do: visits, clicks, enquiries
=
Lead scoreWho sales calls first
Why it matters
What changes once your leads have a score
Without a score
Every lead gets the same follow upOr none, depending on who is busy that week.
Sales and marketing disagree on lead qualityThere is no shared definition of a good lead.
Hot leads wait in the queueInterest goes cold before anyone notices it.
With a score
Sales calls the best leads firstThe highest scores rise to the top of the list.
One definition everyone agrees onThe points are written down, so the score means the same thing to both teams.
Leads that aren't ready get nurturedLow scores go to email nurture instead of a sales call.
How to use it
From blank sheet to scoring in HubSpot
1Make your copy
The link opens the sheet as your own copy in Google Drive, ready to edit.
2Fill in the points
Start with your last 20 closed deals. What did they have in common? Give those traits points, and take points away for poor fits.
3Set it up in HubSpot
Add the criteria to a lead score in HubSpot and agree the score where sales picks up the phone.
TipLead scoring and lead assignment run side by side. Send demo requests and quote forms straight to sales first. Scoring catches everyone else and tells you when they are ready.
When a template isn't enough
Want a model built from your own deals?
A template gives you the structure. Our Lead Scoring Model works out the points from your closed deals, customers and sales process, and we walk you through it on a debrief call.
Questions
Before you download
Do I need HubSpot to use it?
The criteria use HubSpot property names, but the same thinking works in any CRM that holds the same fields.
Is it really free?
Yes. Fill in the form and we email you the link to your copy.
How many points should I give each criterion?
Keep it simple at first. Give the most points to the traits your best customers share, take points away for clear bad fits, then review after a few weeks of real leads.
Free download
Get your copy of the template
- Google Sheet, ready to copy
- Contact, company and behaviour criteria
- Notes on how to fill it in