# Lead Scoring Model: [Company/Product Name]

**Model Version**: 1.0
**Built**: [Date]
**Data Basis**: [X] closed-won deals, [X] closed-lost deals, [Date Range]
**Base Conversion Rate**: [X]% (closed-won / total closed deals analyzed)
**Model Confidence**: [High/Medium/Low] -- [Explanation based on data quality and sample size]
**Next Recalibration**: [Date, typically 90 days out]

---

## Executive Summary

[2-3 paragraph summary: what the model does, what data it is built on, the key finding
(e.g., "The single strongest predictor of a closed-won deal is X, which increases
conversion probability by Y%. The model assigns leads to four tiers -- Hot, Warm, Cool,
Cold -- with expected conversion rates of A%, B%, C%, D% respectively. Implementing this
model is projected to increase rep efficiency by Z% by focusing effort on the top two
tiers, which contain N% of eventual wins.")]

---

## Section 1: Data Foundation

### 1.1 Data Sources Analyzed

| Source | Records | Date Range | Completeness | Key Fields Used |
|--------|---------|------------|--------------|-----------------|
| CRM Closed Deals | [X] | [Range] | [X]% complete | [Fields] |
| Marketing Automation | [X] | [Range] | [X]% complete | [Fields] |
| Engagement Data | [X] | [Range] | [X]% complete | [Fields] |
| Enrichment Data | [X] | [Range] | [X]% complete | [Fields] |

### 1.2 Data Quality Notes

- [Note 1: e.g., "Loss reason field is only populated for 60% of closed-lost deals"]
- [Note 2: e.g., "Employee count is missing for 15% of records; imputed from industry median"]
- [Note 3: e.g., "Engagement data only available for last 8 months"]

### 1.3 Known Limitations

- [Limitation 1: e.g., "Model is trained on deals that reached opportunity stage; does not account for leads that never converted to opportunity"]
- [Limitation 2: e.g., "Sample size for enterprise segment (500+ employees) is only 18 deals; firmographic scoring for this segment has lower confidence"]
- [Limitation 3: e.g., "Intent data was not available; adding this dimension in v2 is recommended"]

---

## Section 2: Win/Loss Pattern Analysis

### 2.1 Top Predictive Attributes (Ranked by Lift)

| Rank | Attribute | Win Rate When Present | Win Rate When Absent | Lift | Sample Size | Confidence |
|------|-----------|----------------------|---------------------|------|-------------|------------|
| 1 | [Attribute] | [X]% | [X]% | [X]x | [N] deals | [High/Med/Low] |
| 2 | [Attribute] | [X]% | [X]% | [X]x | [N] deals | [High/Med/Low] |
| 3 | [Attribute] | [X]% | [X]% | [X]x | [N] deals | [High/Med/Low] |
| ... | ... | ... | ... | ... | ... | ... |

### 2.2 Attributes That Do NOT Predict Winning

These attributes are commonly assumed to matter but showed no statistical correlation with deal outcomes in your data:

| Attribute | Win Rate When Present | Win Rate When Absent | Lift | Note |
|-----------|----------------------|---------------------|------|------|
| [Attribute] | [X]% | [X]% | [~1.0x] | [e.g., "Company size above 1000 does not improve win rate"] |
| [Attribute] | [X]% | [X]% | [~1.0x] | [e.g., "LinkedIn connection to champion had no measurable effect"] |

### 2.3 Interaction Effects

| Combination | Win Rate | Individual Rates | Interaction Lift | Note |
|-------------|----------|-----------------|------------------|------|
| [Attr A] + [Attr B] | [X]% | A: [X]%, B: [X]% | [X]x vs. sum | [Explanation] |
| [Attr C] + [Attr D] | [X]% | C: [X]%, D: [X]% | [X]x vs. sum | [Explanation] |

### 2.4 Loss Reason Analysis

| Loss Reason | Frequency | Avg Score at Loss | Pattern |
|-------------|-----------|-------------------|---------|
| [Reason 1] | [X]% of losses | [X] points | [e.g., "These deals typically had high firmographic fit but zero engagement signals"] |
| [Reason 2] | [X]% of losses | [X] points | [Pattern] |
| [Reason 3] | [X]% of losses | [X] points | [Pattern] |
| No Decision / Status Quo | [X]% of losses | [X] points | [Pattern] |

---

## Section 3: Scoring Model

### 3.0 Score Range and Structure

- **Total Possible Points**: [X] (positive signals) to [X] (with negative signals applied)
- **Maximum Positive Score**: [X] points
- **Maximum Negative Deductions**: [X] points
- **Effective Range**: [X] to [X]

### 3.1 Dimension 1: Firmographic Fit (0 to [X] points max)

Measures how closely the lead's company profile matches your Ideal Customer Profile. Based on analysis of [N] closed deals.

| Signal | Points | Criteria | Data Source | Lift Basis |
|--------|--------|----------|-------------|------------|
| **Industry Match** | | | | |
| -- Tier 1 industry (exact ICP match) | +[X] | [List industries] | CRM Industry field | [X]x lift over base |
| -- Tier 2 industry (adjacent) | +[X] | [List industries] | CRM Industry field | [X]x lift |
| -- Non-target industry | 0 | All others | CRM Industry field | Baseline |
| -- Historically poor-fit industry | -[X] | [List industries] | CRM Industry field | [X]x below base |
| **Company Size** | | | | |
| -- Sweet spot ([X]-[X] employees) | +[X] | Employee count in range | CRM / Enrichment | [X]x lift |
| -- Adjacent range ([X]-[X]) | +[X] | Employee count in range | CRM / Enrichment | [X]x lift |
| -- Too small (<[X]) | 0 | Below threshold | CRM / Enrichment | [X]x below base |
| -- Too large (>[X]) | 0 or -[X] | Above threshold | CRM / Enrichment | [Depends on data] |
| **Revenue Range** | | | | |
| -- Target range ($[X]-$[X]) | +[X] | Annual revenue in range | Enrichment | [X]x lift |
| -- Below target | 0 | Below range | Enrichment | Baseline |
| **Geography** | | | | |
| -- Primary market | +[X] | [Regions/countries] | CRM | [X]x lift |
| -- Secondary market | +[X] | [Regions/countries] | CRM | [X]x lift |
| -- Non-target geography | 0 | All others | CRM | Baseline |
| **Technology Stack** | | | | |
| -- Uses [key technology] | +[X] | Detected in tech stack | Enrichment | [X]x lift |
| -- Uses [complementary tech] | +[X] | Detected in tech stack | Enrichment | [X]x lift |
| -- Uses [competing solution] | -[X] | Detected in tech stack | Enrichment | [X]x below base |
| **Funding / Growth** | | | | |
| -- Recent funding round | +[X] | Funding in last [X] months | Enrichment | [X]x lift |
| -- Hiring in relevant roles | +[X] | Job postings detected | Enrichment | [X]x lift |

**Firmographic Dimension Max**: [X] points
**Average score for closed-won deals**: [X] points
**Average score for closed-lost deals**: [X] points

---

### 3.2 Dimension 2: Behavioral Signals (0 to [X] points max)

Measures specific actions the lead has taken that indicate buying intent. These are binary or threshold-based: the lead either did or did not take the action.

| Signal | Points | Criteria | Data Source | Lift Basis |
|--------|--------|----------|-------------|------------|
| **High-Intent Actions** | | | | |
| -- Requested demo/trial | +[X] | Demo form submitted | Marketing automation | [X]x lift |
| -- Requested pricing | +[X] | Pricing page form or inquiry | Marketing automation | [X]x lift |
| -- Attended live event/webinar | +[X] | Event registration + attendance | Marketing automation | [X]x lift |
| -- Downloaded comparison/ROI content | +[X] | Specific asset download | Marketing automation | [X]x lift |
| **Medium-Intent Actions** | | | | |
| -- Downloaded educational content | +[X] | Whitepaper, ebook, guide | Marketing automation | [X]x lift |
| -- Visited product pages ([X]+ times) | +[X] | Page view threshold | Web analytics | [X]x lift |
| -- Visited case study pages | +[X] | Case study page views | Web analytics | [X]x lift |
| -- Signed up for newsletter/blog | +[X] | Subscription event | Marketing automation | [X]x lift |
| **Low-Intent Actions** | | | | |
| -- Visited website (any page) | +[X] | Any tracked visit | Web analytics | [X]x lift |
| -- Opened marketing email | +[X] | Email open tracked | Marketing automation | [X]x lift |
| **Negative Behavioral Signals** | | | | |
| -- Unsubscribed from emails | -[X] | Unsubscribe event | Marketing automation | [X]x below base |
| -- Visited careers page only | -[X] | Careers page as primary | Web analytics | Indicates job seeker, not buyer |
| -- Competitor employee | -[X] | Identified as competitor | Enrichment | Not a real prospect |

**Behavioral Dimension Max**: [X] points
**Average score for closed-won deals**: [X] points
**Average score for closed-lost deals**: [X] points

---

### 3.3 Dimension 3: Engagement Depth (0 to [X] points max)

Measures the frequency, recency, and breadth of engagement. Unlike behavioral signals (which are event-based), engagement depth measures patterns over time.

| Signal | Points | Criteria | Data Source | Lift Basis |
|--------|--------|----------|-------------|------------|
| **Recency** | | | | |
| -- Active in last 7 days | +[X] | Any tracked activity | CRM + Marketing | [X]x lift |
| -- Active in last 14 days | +[X] | Any tracked activity | CRM + Marketing | [X]x lift |
| -- Active in last 30 days | +[X] | Any tracked activity | CRM + Marketing | [X]x lift |
| -- No activity in 30+ days | -[X] | No tracked activity | CRM + Marketing | [X]x below base |
| **Frequency** | | | | |
| -- [X]+ interactions in last 30 days | +[X] | Interaction count threshold | CRM activity log | [X]x lift |
| -- [X]-[X] interactions in last 30 days | +[X] | Interaction count range | CRM activity log | [X]x lift |
| -- 1-[X] interactions in last 30 days | +[X] | Interaction count range | CRM activity log | [X]x lift |
| **Breadth (Multi-Threading)** | | | | |
| -- [X]+ contacts engaged at account | +[X] | Distinct contacts with activity | CRM | [X]x lift |
| -- 2-[X] contacts engaged at account | +[X] | Distinct contacts with activity | CRM | [X]x lift |
| -- Single contact only | 0 | Only 1 contact at account | CRM | Baseline |
| **Response Quality** | | | | |
| -- Replied to sales outreach | +[X] | Email reply detected | CRM | [X]x lift |
| -- Booked a meeting | +[X] | Meeting scheduled | CRM | [X]x lift |
| -- Introduced additional stakeholders | +[X] | New contacts added by lead | CRM | [X]x lift |

**Engagement Dimension Max**: [X] points
**Average score for closed-won deals**: [X] points
**Average score for closed-lost deals**: [X] points

---

### 3.4 Dimension 4: Intent Indicators (0 to [X] points max)

Measures external signals that the company is in an active buying process. These signals come from third-party data or observable market behavior.

| Signal | Points | Criteria | Data Source | Lift Basis |
|--------|--------|----------|-------------|------------|
| **Third-Party Intent** | | | | |
| -- Researching your category | +[X] | Intent topic surge detected | Bombora / G2 / similar | [X]x lift |
| -- Researching competitors | +[X] | Competitor topic surge | Bombora / G2 / similar | [X]x lift |
| -- Reviewed your product on G2/Capterra | +[X] | Review site activity | G2 / Capterra | [X]x lift |
| **Organizational Signals** | | | | |
| -- New executive hire in relevant role | +[X] | Leadership change detected | LinkedIn / Enrichment | [X]x lift |
| -- Posted job for role that uses your product | +[X] | Job posting detected | Job board data | [X]x lift |
| -- Regulatory or compliance change | +[X] | Industry event relevant | News / Enrichment | [X]x lift |
| **Timing Signals** | | | | |
| -- Contract renewal period for competitor | +[X] | Known or inferred renewal window | Intel / CRM notes | [X]x lift |
| -- Budget cycle alignment | +[X] | Fiscal year / budget season | Enrichment | [X]x lift |
| -- Announced relevant initiative | +[X] | Press release / earnings call | News monitoring | [X]x lift |
| **Negative Intent Signals** | | | | |
| -- Recently purchased competitor | -[X] | Known competitor deal | Intel | Unlikely to switch soon |
| -- Announced hiring freeze or layoffs | -[X] | News / layoff tracker | News monitoring | Budget risk |
| -- Publicly stated different strategic direction | -[X] | Press / earnings | News monitoring | Misaligned priorities |

**Intent Dimension Max**: [X] points
**Average score for closed-won deals**: [X] points
**Average score for closed-lost deals**: [X] points

---

### 3.5 Negative Scoring (Deductions Summary)

All negative signals consolidated for reference. These are already included in the dimension tables above but collected here for implementation clarity.

| Signal | Deduction | Dimension | Rationale |
|--------|-----------|-----------|-----------|
| [Signal 1] | -[X] | Firmographic | [Reason] |
| [Signal 2] | -[X] | Firmographic | [Reason] |
| [Signal 3] | -[X] | Behavioral | [Reason] |
| [Signal 4] | -[X] | Engagement | [Reason] |
| [Signal 5] | -[X] | Intent | [Reason] |
| **Max Total Deduction** | **-[X]** | | |

---

## Section 4: Threshold Definitions

### 4.1 Score Distribution Analysis

**Historical Score Distribution for Closed-Won Deals**:
- Minimum score: [X]
- 25th percentile: [X]
- Median score: [X]
- 75th percentile: [X]
- Maximum score: [X]

**Historical Score Distribution for Closed-Lost Deals**:
- Minimum score: [X]
- 25th percentile: [X]
- Median score: [X]
- 75th percentile: [X]
- Maximum score: [X]

**Separation Point**: The score at which closed-won and closed-lost distributions diverge most clearly is [X] points.

### 4.2 Tier Definitions

| Tier | Score Range | Expected Conversion Rate | % of Leads in Tier | Response SLA | Recommended Action |
|------|------------|------------------------|--------------------|--------------|--------------------|
| **HOT** | [X]+ points | [X]% | [X]% | Call within 1 hour | Immediate personal outreach from senior rep. Multi-channel: call + email + LinkedIn. Book meeting on first touch. Assign to top-performing rep or account exec. |
| **WARM** | [X]-[X] points | [X]% | [X]% | Call within 4 hours | Personal outreach from assigned rep. Phone + email sequence. Prioritize over net-new prospecting. Schedule demo within 48 hours. |
| **COOL** | [X]-[X] points | [X]% | [X]% | Email within 24 hours | Automated nurture sequence with rep-personalized touches. Monthly check-in call. Invite to events and webinars. Re-score weekly for tier changes. |
| **COLD** | Below [X] points | [X]% | [X]% | Automated nurture only | Marketing-owned. Drip campaigns only. No rep time unless score changes. Quarterly re-evaluation for ICP fit. Consider removing from active pipeline. |

### 4.3 Tier Transition Rules

**Upgrade Triggers** (move lead to higher tier):
- Score increases by [X]+ points in a single week
- Lead takes a high-intent action (demo request, pricing inquiry)
- New stakeholder from the account engages
- Intent signal detected (topic surge, job posting)

**Downgrade Triggers** (move lead to lower tier):
- No activity for [X]+ days
- Contact unsubscribes or bounces
- Company announces layoffs or hiring freeze
- Competitive deal detected at the account
- Lead explicitly declines interest

**Re-Scoring Frequency**:
- Hot leads: Re-score daily
- Warm leads: Re-score every 3 days
- Cool leads: Re-score weekly
- Cold leads: Re-score monthly

### 4.4 Volume and Capacity Validation

The thresholds above should produce the following approximate volumes. If actual volumes deviate significantly, adjust thresholds.

| Tier | Target % of Leads | Expected Monthly Volume | Rep Capacity Required |
|------|-------------------|------------------------|-----------------------|
| Hot | [X]-[X]% | [X] leads/month | [X] rep-hours/month |
| Warm | [X]-[X]% | [X] leads/month | [X] rep-hours/month |
| Cool | [X]-[X]% | [X] leads/month | [X] rep-hours/month (automated) |
| Cold | [X]-[X]% | [X] leads/month | 0 rep-hours (marketing only) |

**Capacity Check**: Total rep-hours required for Hot + Warm tiers should not exceed [X]% of available rep capacity. If it does, raise the Hot threshold or increase headcount.

---

## Section 5: CRM Implementation Guide

### 5.1 Required CRM Fields

Create the following custom fields in your CRM:

| Field Name | Field Type | Location | Purpose |
|------------|-----------|----------|---------|
| `Lead_Score_Total` | Number (integer) | Lead/Contact record | Total composite score |
| `Lead_Score_Firmographic` | Number (integer) | Lead/Contact record | Firmographic dimension subtotal |
| `Lead_Score_Behavioral` | Number (integer) | Lead/Contact record | Behavioral dimension subtotal |
| `Lead_Score_Engagement` | Number (integer) | Lead/Contact record | Engagement dimension subtotal |
| `Lead_Score_Intent` | Number (integer) | Lead/Contact record | Intent dimension subtotal |
| `Lead_Score_Tier` | Picklist (Hot/Warm/Cool/Cold) | Lead/Contact record | Current tier assignment |
| `Lead_Score_Last_Calculated` | DateTime | Lead/Contact record | Timestamp of last score calculation |
| `Lead_Score_Trend` | Picklist (Rising/Stable/Falling) | Lead/Contact record | Score direction over last 14 days |
| `Lead_Score_Version` | Text | Lead/Contact record | Model version (for recalibration tracking) |

### 5.2 Automation Rules

**Rule 1: Real-Time Score Recalculation**
- Trigger: Any tracked activity (form fill, email open, page view, meeting booked, enrichment update)
- Action: Recalculate total score and dimension subtotals
- Update: `Lead_Score_Total`, all dimension fields, `Lead_Score_Last_Calculated`
- Recalculate: `Lead_Score_Tier` based on new total

**Rule 2: Hot Lead Alert**
- Trigger: `Lead_Score_Tier` changes to "Hot"
- Action: Immediate notification to assigned rep (Slack + email + CRM notification)
- Include: Lead name, company, score breakdown, recommended first action
- SLA Timer: Start 1-hour SLA clock

**Rule 3: Tier Change Notification**
- Trigger: `Lead_Score_Tier` changes (any direction)
- Action: Notify assigned rep of tier change
- Include: Previous tier, new tier, what caused the change, recommended action
- If upgrade to Hot or Warm: Assign to rep if unassigned

**Rule 4: Lead Assignment by Tier**
- Trigger: New lead created or tier upgrade to Hot/Warm
- Action: Round-robin assignment to available reps weighted by:
  - Territory match
  - Industry expertise
  - Current workload (Hot + Warm leads in queue)
  - Historical performance on similar leads

**Rule 5: Stale Lead Downgrade**
- Trigger: `Lead_Score_Last_Calculated` is more than [X] days ago and no activity
- Action: Reduce engagement score, recalculate tier, notify rep if downgraded
- Cadence: Run daily

**Rule 6: Score Trend Calculation**
- Trigger: Daily batch job
- Action: Compare current `Lead_Score_Total` to value 14 days ago
- Update: `Lead_Score_Trend` to Rising (increased by [X]+), Stable (changed by less than [X]), or Falling (decreased by [X]+)

### 5.3 Dashboard and Reporting Setup

**Dashboard 1: Lead Scoring Overview**
- Total leads by tier (pie chart)
- Score distribution histogram
- Tier migration flow (Sankey or waterfall -- how many leads moved between tiers this period)
- Average score by lead source
- Hot lead volume trend over time

**Dashboard 2: Model Performance**
- Conversion rate by tier (the key metric: are Hot leads actually converting faster?)
- Average time to conversion by tier
- Score at time of conversion for closed-won deals (histogram)
- Score at time of disqualification for closed-lost deals (histogram)
- False positive rate: Hot/Warm leads that did not convert
- False negative rate: Cool/Cold leads that did convert

**Dashboard 3: Rep Productivity Impact**
- Rep time spent on Hot/Warm vs. Cool/Cold leads
- Conversion rate by rep by tier
- SLA compliance rate (were Hot leads contacted within 1 hour?)
- Average lead score of deals in each rep's pipeline

### 5.4 Integration Points

| System | Integration Type | Data Flow | Purpose |
|--------|-----------------|-----------|---------|
| Marketing Automation | Bidirectional | Engagement events --> CRM; Tier --> Marketing segmentation | Score behavioral and engagement signals; Adjust nurture streams by tier |
| Enrichment Platform | Inbound to CRM | Firmographic + tech stack data --> CRM | Score firmographic signals automatically |
| Intent Data Provider | Inbound to CRM | Intent topics --> CRM | Score intent signals |
| Website Analytics | Inbound to CRM | Page views, session data --> CRM | Score behavioral signals from web activity |
| Slack/Teams | Outbound from CRM | Hot lead alerts --> Channel | Real-time rep notification |
| Sales Engagement Platform | Outbound from CRM | Tier --> Sequence assignment | Auto-enroll Cool leads in nurture; Alert reps for Hot/Warm |

---

## Section 6: Validation Methodology

### 6.1 Holdout Validation (Initial)

Before deploying the model, validate against the held-out historical data.

**Holdout Set**: [X] deals ([X] won, [X] lost) -- [X]% of total historical data, randomly sampled

**Validation Results**:

| Metric | Value | Target | Status |
|--------|-------|--------|--------|
| Accuracy (% of deals correctly classified) | [X]% | >70% | [Pass/Fail] |
| Precision for Hot tier (% of Hot-scored that actually won) | [X]% | >60% | [Pass/Fail] |
| Recall for Hot tier (% of actual wins scored as Hot) | [X]% | >50% | [Pass/Fail] |
| F1 Score (Hot tier) | [X] | >0.55 | [Pass/Fail] |
| AUC-ROC (overall model discrimination) | [X] | >0.70 | [Pass/Fail] |
| Tier separation (avg Hot score - avg Cold score) | [X] pts | >[X] pts | [Pass/Fail] |
| Rank correlation (Spearman) between score and outcome | [X] | >0.40 | [Pass/Fail] |

**Confusion Matrix**:

| | Predicted: Win (Hot/Warm) | Predicted: Loss (Cool/Cold) |
|---|---|---|
| **Actual: Win** | [X] (True Positive) | [X] (False Negative) |
| **Actual: Loss** | [X] (False Positive) | [X] (True Negative) |

### 6.2 False Positive Analysis

Deals scored as Hot or Warm that were actually lost. Understanding these prevents wasted rep time.

| Deal | Score | Tier | Actual Outcome | Why Model Was Wrong |
|------|-------|------|----------------|---------------------|
| [Company 1] | [X] | Hot | Lost | [e.g., "High firmographic fit but champion left the company mid-deal"] |
| [Company 2] | [X] | Warm | Lost | [e.g., "Strong engagement driven by analyst, not buyer -- role-based scoring would fix this"] |

**Pattern in False Positives**: [Summary of what the model systematically gets wrong on the optimistic side]
**Recommended Fix**: [What to add or adjust to reduce false positives]

### 6.3 False Negative Analysis

Deals scored as Cool or Cold that actually closed-won. Understanding these prevents missed revenue.

| Deal | Score | Tier | Actual Outcome | Why Model Was Wrong |
|------|-------|------|----------------|---------------------|
| [Company 1] | [X] | Cool | Won | [e.g., "Inbound from non-target industry that turned out to be a great fit -- industry scoring too rigid"] |
| [Company 2] | [X] | Cold | Won | [e.g., "Executive referral with no digital engagement trail -- referral source not weighted enough"] |

**Pattern in False Negatives**: [Summary of what the model systematically gets wrong on the pessimistic side]
**Recommended Fix**: [What to add or adjust to reduce false negatives]

### 6.4 Ongoing Monitoring Protocol

After deployment, monitor these metrics weekly for the first 90 days, then monthly.

**Weekly Model Health Check**:
1. Conversion rate by tier -- Is Hot still converting at [X]%+?
2. Tier volume distribution -- Is Hot still [X]-[X]% of leads?
3. Score distribution shape -- Any sudden shifts indicating data quality issues?
4. New lead sources or segments not covered by model
5. Rep feedback on score accuracy (structured survey every 2 weeks)

**Monthly Recalibration Review**:
1. Re-run win/loss pattern analysis on last 90 days of data
2. Compare current attribute lifts to model assumptions
3. Identify any new high-lift attributes not in current model
4. Check for attribute decay (signals that used to predict but no longer do)
5. Adjust point values if lift has changed by more than 20%
6. Update thresholds if tier conversion rates have shifted

**Quarterly Model Rebuild Trigger**:
Rebuild the model from scratch if any of the following occur:
- Overall model accuracy drops below [X]%
- Hot tier conversion rate drops below [X]% (50% of original)
- A new product, market, or segment is added
- Major competitive landscape change
- Sample size of new data exceeds the original training data

### 6.5 A/B Testing Protocol

For the first 60 days after deployment, run a controlled test:

**Control Group** (30% of leads): Reps work leads as they do today, without seeing scores
**Treatment Group** (70% of leads): Reps see scores and follow tier-based SLAs

**Metrics to Compare**:
- Lead-to-opportunity conversion rate
- Time to first contact
- Sales cycle length
- Win rate on opportunities
- Revenue per lead
- Rep satisfaction and adoption

**Success Criteria**: Treatment group should show [X]%+ improvement in at least 2 of the above metrics with no degradation in others.

---

## Section 7: Batch Scoring Current Leads

[If the user provides a batch of current leads to score, include this section]

### 7.1 Scoring Summary

| Total Leads Scored | Hot | Warm | Cool | Cold | Unscoreable |
|-------------------|-----|------|------|------|-------------|
| [X] | [X] ([X]%) | [X] ([X]%) | [X] ([X]%) | [X] ([X]%) | [X] ([X]%) |

**Unscoreable Leads**: [X] leads could not be scored due to insufficient data. Missing fields: [list]. Recommend enriching these leads before scoring.

### 7.2 Hot Leads -- Immediate Action Required

| Rank | Company | Contact | Score | Firmographic | Behavioral | Engagement | Intent | Top Signal | Recommended Action |
|------|---------|---------|-------|-------------|-----------|------------|--------|------------|-------------------|
| 1 | [Company] | [Name, Title] | [X] | [X]/[Max] | [X]/[Max] | [X]/[Max] | [X]/[Max] | [Signal] | [Action] |
| 2 | [Company] | [Name, Title] | [X] | [X]/[Max] | [X]/[Max] | [X]/[Max] | [X]/[Max] | [Signal] | [Action] |
| ... | ... | ... | ... | ... | ... | ... | ... | ... | ... |

### 7.3 Warm Leads -- Work This Week

| Rank | Company | Contact | Score | Top Signal | Gap to Hot | Recommended Action |
|------|---------|---------|-------|------------|------------|-------------------|
| 1 | [Company] | [Name, Title] | [X] | [Signal] | [X] points | [Action to close gap] |
| ... | ... | ... | ... | ... | ... | ... |

### 7.4 Cool Leads -- Nurture Candidates

| Company | Contact | Score | Strongest Dimension | Weakest Dimension | Nurture Strategy |
|---------|---------|-------|--------------------|--------------------|------------------|
| [Company] | [Name, Title] | [X] | [Dimension: X pts] | [Dimension: X pts] | [e.g., "High firmographic fit but no engagement -- event invitation campaign"] |
| ... | ... | ... | ... | ... | ... |

### 7.5 Cold Leads -- Deprioritize or Remove

| Company | Contact | Score | Reason for Cold Status | Recommendation |
|---------|---------|-------|----------------------|----------------|
| [Company] | [Name, Title] | [X] | [e.g., "Non-target industry, no engagement, no intent signals"] | Remove from active pipeline |
| ... | ... | ... | ... | ... |

### 7.6 Score Distribution Visualization

**Score Histogram** (text-based):

---

## Section 8: Model Maintenance Runbook

### 8.1 Weekly Tasks (15 minutes)

1. Check Dashboard 2 (Model Performance) for any metric that has moved more than 10% from baseline
2. Review any Hot leads that were lost -- why did the model get it wrong?
3. Review any Cold leads that were won -- what signal did the model miss?
4. Verify all automation rules are firing correctly (spot-check 5 recent leads)

### 8.2 Monthly Tasks (1 hour)

1. Re-run win/loss analysis on the last 90-day rolling window
2. Compare current lift values for top 10 signals to model assumptions
3. Check for new data fields that could improve the model
4. Review rep feedback on score accuracy
5. Adjust point values if any signal's lift has changed by 20%+
6. Update this document with any changes (increment version number)

### 8.3 Quarterly Tasks (Half day)

1. Full model rebuild if triggered (see Section 6.4)
2. Validate model against last quarter's closed deals
3. Present model performance report to sales leadership
4. Collect and incorporate structured feedback from reps
5. Evaluate new data sources (intent providers, enrichment tools)
6. Update ICP definition if target market has shifted

### 8.4 Version History

| Version | Date | Changes | Impact |
|---------|------|---------|--------|
| 1.0 | [Date] | Initial model build | Baseline |
| | | | |