Lead Scoring — 7-Dimension A+ to F Grade

HubSpot + Salesforce scoring built on deal-size × SQL distribution analysis. Routes A+/A leads to priority sales queues; recycles D/F for nurture.

FRAMEWORK

Grades issued across 7 scoring inputs

11 Tiers

A+ → F · 0-10 pts per dimension · composite score drives routing

Built in HubSpot, synced to Salesforce. Retroactive scoring on 2016 data validated the weight mix before go-live.

App-form Conversion

2.0×

vs prior baseline

Social Engagement Growth

+400%

YoY surround-the-buyer

Closed-Deal Avg Form Subs

vs 10 for SQLs · engagement signal

On-Demand Demo Share of Deals

52%

primary first-conversion driver

Top Deal Sources

Org + Capterra

larger deal size vs paid social/direct

Scoring Dimensions Weighted

firmographic · behavioral · source

The Problem This Solved

Sales was working every MQL equally — flattening the difference between a Hospital Compliance Director and a self-employed consultant.

A+

routed to priority queue · same-day call

D / F

recycled to nurture · no sales touch

Grade Distribution of Scored Leads

Composite score → letter grade (A+ through F)

Illustrative distribution based on 2017 model logic. Actual shape: most leads cluster in the B/C range; A+/A is the short head that drives outsized pipeline.

SQL → Deal by Tier

The payoff of scoring: where sales time should go

A+/A leads close at multiples of the rate of C/D leads — justifies the tier routing and nurture recycle.

The 7 Scoring Dimensions

Each worth up to 10 points · composite score maps to grade tier

Organization Type

Hospital/Health System = A+/10, Physician Group = A-/8, Payer = B+/7, Consultant/LTC = B/6

10 pts

Employee Count

1000+ = A+/10, 401-1000 = A/10, 201-400 = B+/8, down to 1-50 = B-/6

10 pts

Job Title

Compliance Officer = A+/10, Dir/VP/Chief = A+/9, Manager = B+/9, Auditor = B/7, Quality = C-/4

10 pts

Unique Form Submissions

≥8 subs = 10 · Closed deals avg 12 form subs vs 10 for SQLs

10 pts

Time Last Seen

Active this week = 10 · decays to 0 as lead goes cold

10 pts

First Conversion

On-demand demo = highest · webinar · TL download · blog subscribe

10 pts

Lead Source

Organic Search / Capterra = higher deal size · Direct / Paid Social lower

10 pts

Total possible composite: 70 points. Letter grade buckets assigned on percentile thresholds calibrated against the historical closed-deal population.

First Conversion → Share of Closed Deals

Argues for continued investment in on-demand demo & webinar

On-demand demos are both the largest share and the highest-intent first touch — the scoring model gives them max points.

Avg Deal Size by Lead Source

Organic and Capterra produce the largest accounts

Source scoring (max 10 pts) is weighted toward Organic Search and Capterra listings based on this historical distribution.

Composite Grade — Org Type × Job Title

How the two firmographic inputs combine before engagement scoring is layered on

Org Type ↓ / Title →	Compliance Ofc.	Dir/VP/Chief	Manager	Senior/Coding	Auditor	Quality	Consultant
Hospital / Health System	A+	A+	A	B+	B+	B	B-
Physician Group	A+	A	B+	B	B	B-	C+
Payer	A	B+	B	B-	B-	C+	C+
LTC / SNF / Post-Acute	B+	B	B-	C+	C+	C	C
Private Practice	B	B	B-	C+	C	C-	D
Consultant / Self-Employed	B-	C+	C+	C	C	C-	D

Heatmap shows the baseline firmographic grade before employee count, engagement, first-conversion, lead source, and recency scoring are folded in.