A 7-dimension scoring model built in HubSpot and synced to Salesforce. Each dimension scores 0–10 points based on deal-size distribution analysis of the historical closed-won population. The composite score maps to an A+–F grade that drives sales routing, nurture cadence, and content targeting.
Every form submission flows through the same five-layer pipeline: capture, enrichment, scoring, routing, and feedback. The feedback layer is what keeps the model honest — closed-won/closed-lost outcomes are written back to the scoring inputs to validate the weights.
Pick values for the 7 inputs and watch the score, tier, and routing decision update in real time. The math is the same model logic that ran in production.
Weights are only as good as the historical outcomes that train them. The Healthicity model writes closed-won / closed-lost back to the scoring record so weights can be re-validated quarterly instead of drifting against a 2017 snapshot forever.
A scoring model is only valuable if someone changes behavior because of it. Three decisions get rewired:
SDR and AE time is finite. The model stops every MQL from being treated equally. A+/A leads get 80% of the capacity; D/F leads get 0% and go to nurture automation.
First-conversion data shows on-demand demos produced 52% of closed deals and webinars 19%. Content spend shifts toward formats that convert, not formats that generate the most leads.
Organic Search and Capterra produce the largest deals by index. Paid-social leads are over-represented in the D/F tier. Budget re-allocated to source-quality, not source-volume.
Combined with 400% YoY growth in social engagement through the surround-the-buyer content strategy the scoring model informed. Measured quarter-over-quarter against the pre-scoring baseline.