Definition
Assigning a numeric value to leads based on fit and behavior to prioritize sales follow-up on the highest-probability opportunities.
Why it matters
When leads come in faster than they can all be worked, lead scoring is what keeps a small team from spending its best hours on tire-kickers while a ready-to-buy prospect waits. It matters most for businesses with limited sales time, since it points attention at the deals most likely to close. The risk is over-trusting the score — a lead that looks weak on paper can still be a great customer, so scoring should guide priority, not act as a hard gate.