Best Practices for Continuously Tuning Your Lead Scoring Model

Overview
A lead‑scoring model must evolve with your market and data. Regularly review performance metrics, recalibrate weights, and retire stale rules.

Procedure

1. Schedule quarterly reviews of your lead‑scoring performance:

   • Compare average scores of Closed‑Won vs. Closed‑Lost leads.

2. Identify underperforming rules:

   • If a rule adds points but doesn’t correlate with wins, reduce or remove it.

3. Solicit feedback from sales:

   • Which leads are high‑score but low‑quality?

   • Which low‑score leads became high‑value deals?

4. Update your rules in Settings → Lead Scoring, adjusting weights, decay rates, or thresholds.

5. Communicate changes to your team and update any documentation.

Tips

• Maintain a changelog for your scoring rules so you can rollback if needed.

• Use A/B testing on rule adjustments (half your leads follow the old model, half the new) before full rollout.

• Leverage machine‑learning services (if available) to surface new predictive criteria from your CRM data.