Lead scoring

How every enquiry gets a 0–100 score, what qualifies a lead, and how to keep your form and scoring map in step.

Every lead is scored 0–100 from four answers — who they are, whether budget exists, what they need, and when they need it (a BANT-style model). The score, and the threshold it’s compared against, are entirely yours to configure per organisation: the four questions are generic buckets, and the dropdown options and point values are your scoring map.

How the score is computed

• Each of the four categories — Role (authority), Budget, Enquiry type (need), Timeline — has a list of labels with point values.
• The submitted answer is matched to a label by case-insensitive substring match — "Pricing enquiry" matches the label "Pricing". If nothing matches, that category scores 0.
• The four category scores are summed. The top option in each category sums to 100 across the map.
• A category left empty in your map simply scores 0 — a form doesn’t have to ask all four questions.
• A category can hold a wildcard (*): any non-empty answer scores the wildcard’s points. Used for free-text questions where the answer matters but its exact wording can’t be listed (explicit labels still win first).

Two ways a form can bypass the map: send a pre-computed bant_score (0–100) in the webhook payload, or send no scoring dropdowns at all — in which case AI reads the free-text message and extracts what signals it can.

The default scoring map

New organisations start from the General preset. It’s a starting point — edit every label and value in Settings → BANT scoring map.

A second preset, Training provider, ships for training-course businesses: What training do you need? / How many people? / When? / Which accreditation — with the accreditation captured for information only (it deliberately scores 0, so scoring never favours accredited courses over a genuine intent to train).

Keep your form and your map in step. The dropdown labels in your form must (substring-)match the labels in your scoring map, or answers score 0. The Setup Guide (section 7) shows your live map with each option’s points, your maximum score, and your threshold — check it whenever you edit the form.

Qualification

• Score ≥ your BANT threshold (default 65) → the lead is Qualified (an MQL) and your recipients are alerted immediately.
• Score ≥ your Hot threshold (default 75) → additionally flagged Hot.
• Below threshold → the lead waits in Review. Reviewers get an email with the lead’s details and one-click actions.
• Junk → obvious non-leads (spam email, recruitment calls, suppliers) are filtered automatically and never alert anyone.

Phone calls qualify on a separate track: the call-tracking platform’s own verdict becomes a call score (qualified call = 65, not = 30) compared against your call threshold — see Call tracking.

Two things worth knowing about the states:

• Qualification is one-way. Once a lead is Qualified it stays Qualified — later enquiries add to its record but never un-qualify it.
• Reject is not Junk. Rejecting a lead from the review email marks it Not qualified but keeps it — it was a real enquiry that didn’t make the bar. Junk means it was never a lead at all. Reports treat them differently, so use the one you mean.

Manual overrides

An admin can qualify or junk any lead by hand. Every manual change is recorded on the lead’s timeline with who did it and why, so scores stay auditable.