Intent and engagement scoring
Combine engagement with account and contact research to understand fit, identify buying intent, and prioritize follow-up with a clear reason.
How the workflow runs
- 01
Gather the evidence
Bring together engagement, CRM history, company signals, and the account data needed to assess fit.
- 02
Define the scores
Set separate fit and intent criteria, with weights for relevance, recency, and stakeholder role.
- 03
Route the response
Use agreed thresholds to send accounts to sales, nurture, or further research.
- 04
Refine with results
Review conversion outcomes and adjust weights, thresholds, and how quickly old activity loses value.
Evidence in, action out.
The operating problem
Activity counts alone obscure whether an account fits and whether its engagement suggests a buying need.
How the workflow runs
Assess fit and intent separately, combining recent engagement with company context and stakeholder activity.
Evidence and inputs
Website visits, campaign responses, CRM history, contact roles, company signals, and account research.
Actions and handoffs
Update scores, reduce the weight of stale activity, explain changes, and trigger agreed follow-up.
Operating outcome
Sales and marketing share a clear view of account priority and the evidence behind it.
Controls for production
Keep scoring rules, source requirements, decay periods, and routing thresholds visible and adjustable.
Scoring that explains itself
A score is useful only when the team can inspect and understand its evidence.
Company Brain
Preserves scoring rules, engagement definitions and CRM history notes so fit and intent have a common basis.
Coworkers
Recalculate intent from connected account activity, reduce stale scores and flag meaningful engagement changes.
Approvals
A revenue owner checks fit evidence and disputed scores before CRM write-back, with the run saved for review.
One intelligence layer from plan to delivery
Faster time-to-insight
Fewer tools needed
Avg. cost reduction
Saved per team per week
Use scores where follow-up happens
Connect marketing, product, and CRM activity, then return scores and supporting evidence to the tools that handle routing and nurture.
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