Lead Score for Deals

Smart CRM & Sales Hub CRM
1

Our sales leadership would like to implement a scoring model at the Deal level. The score would essentially indicate the health of a deal and help the deal owner prioritize actions that need to be taken.

The criteria leadership has come up with include assigning points to meetings, calls, and non-marketing emails logged at the Deal level in addition to factoring in inactivity. I’ve included an example below.

Have you set up this type of scoring before? Or is there another solution we can propose?

Meeting
Days Inactive Points
0-14 12
14-28 8
28-42 4
42+ 0
2

Hi @ABolin,

Is the goal of this to easily see on a deal record how “healthy” that deal is?

A custom score property would be one solution, definitely. I’d recommend to define positive attributes as well (e.g. for making it to a certain deal stage) and to use inactivity for negative attributes. The deal property you would use to build this is probably Last activity date – alternatively Last contacted or Last modified date (definitions here).

As an alternative, you could also create a simpler health index, with a custom radio select property that has options like “Red” (more than two weeks of inactivity), “Yellow” (more than one week of inactivity), “Green” (less than one week of inactivity). These values could be assigned a deal-based workflow. They also make for very easy and intuitive filtering in deal views. In my opinion, “Yellow” would be easier to read than a score of 16, calculated from +20 for reaching the deal stage “Appointment scheduled” and -4 for being inactive for more than 15 days. (That’s, I think, the biggest issue with score properties: Once they’re calculated, they’re a black box and it’s not intuitively clear anymore, why that score is what it is.)

(If you’re mainly looking into this for reporting, I’d work with the Last activity date and not use a score property as a proxy.)

It sounds like you already know how to set this up. If not, this knowledge base article is a great resource.

Best regards!

3

@karstenkoehler

I was looking for an answer to a similar problem when I found this post, and this has been very useful. Thank you!

I was hoping to get some advice on setting up the deal based workflow to assign values to this health index property. What would be the best triggers for such a workflow? Or should it make sense to use schedule-type workflow here?

4

Thank you so much for your thorough response, @karstenkoehler! I also appreciate that you provided an alternative solution, which we are now pursuing.

Best,

Ali

5

Hi @ABolin,

Wanted to share a follow-up here – there is a public beta for deal scores in the new scoring tool under Settings > Product updates > All > Manually Score Deals and Companies with Sales Hub:

Manually Score Deals and Companies with Sales Hub

What is it?

You can now manually score deals and companies using the Lead Scoring app with Sales Hub Professional or Enterprise.

Why does it matter?

Effective scoring provides accurate, actionable insights that empower sales reps to identify which deals to prioritize and which companies to prospect first. With manual scoring, you and your sales team can customize the scoring rules that are most impactful for your business, ensuring efforts are always focused on accelerating deal closure.

With the Lead Scoring app now in both Marketing Hub and Sales Hub, your marketing and sales teams can seamlessly collaborate and maintain consistent criteria for evaluating contacts, companies, and deals in a unified and single scoring solution. Sales teams are also able to migrate their manual deal scores from the legacy scoring property, that is sunsetting on August 31, 2025.

How does it work?

1. In the Global Navigation Bar on the left, navigate to Marketing > Lead Scoring. Once in the Lead Scoring app, click “Create score”.

2. Select “Deals” and click “Create”.

3. Start building your score by clicking “+ Add event group” or “+ Add property group”.

Within an event group, you can add event criteria such as Ads, Calls, Forms, etc.

Within a property group, you can add objects such as Deal, Associated contact, Associated company, etc.

4. Click on the “Deals” tab to choose which deals to include or exclude in scoring.

5. Click on the “Settings” tab to edit the property label and customize the score thresholds.

6. You can also edit the name of the score and then click “Review and turn on”. After reviewing your score, click “Turn on”.

7. After turning your score on, you will receive the following confirmation with next steps.

Note: You can also score companies with a combined score similar to deals, or with the fit and engagement criteria as separate scores.

Who gets it?

Customers with Professional Customer Platform, Enterprise Customer Platform, Sales Professional, and Sales Enterprise.

Best regards!