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Lead scoring: Fit + Intent

Settings > Lead scoring chooses how CRMown scores contacts. Classic scoring adds up profile fields, source, revenue and conversations. Fit + Intent scoring splits the score in two. Fit is how closely the contact matches your ideal customer (company, industry, size, location, job title). Intent is what they have done recently: booked a meeting, signed up for a demo, submitted a form, replied, started a trial, clicked a link or viewed your pricing page. Intent fades over time and drops when several of your messages go unanswered, and nothing you send ever raises it. The contact's buying stage sets the range: prospects score 0-59, demos 40-79, trials 60-94, paying customers 100, churned contacts at most 40. Within that range, Fit and Intent decide the position. Existing workspaces stay on classic until an Owner or Admin switches; new workspaces start on Fit + Intent.

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Steps

  1. Go to Settings and open the Lead scoring tab (Owners and Admins).
  2. Click "Preview Fit + Intent". CRMown rescores your contacts in memory and shows how many move up or down a band, contacts per score band now and after, and the biggest changes. Nothing is saved.
  3. Click "Switch to Fit + Intent" and confirm. Every contact is rescored in the background within a few minutes.
  4. To go back, click "Switch back to classic scoring" on the same page. Manual adjustments are kept either way.
  5. Add Fit, Intent and Buying Stage columns to the contacts list from Manage columns, and filter on them (for example Intent greater than 60 for leads who are active right now).

Good to know

  • Fit uses your ideal customer profile from Lead Gen > ICP. With no ICP, Fit only counts company details, job title and website.
  • Email and phone no longer add points under Fit + Intent. The chip next to a contact's score shows how you can reach them.
  • Email opens don't count by default, because Apple Mail opens emails automatically.
  • Two new workflow triggers come with it: "Intent Score Threshold" and "Buying Stage Changed". "Lead Score Threshold" keeps working on the headline score.
  • Switching is recorded in Settings > Permissions > Audit.
Example: A consultancy switches after the preview shows 140 contacts moving down a band. Most were old leads with full profiles who had not replied in months. A one-line reply from a new lead at a 30-person marketing agency, their ideal customer, now outranks them.

Troubleshooting

Most scores dropped after switching
Fit + Intent no longer counts contact details, and Intent fades when leads go quiet. Prospects with no recent activity sit low in the 0-59 range.
Fix: Expected. Set up an ideal customer profile (Lead Gen > ICP) so Fit reflects who you sell to, or switch back from Settings > Lead scoring.
No Lead scoring tab in Settings
Only Owners and Admins see it, and only once score explanations are on for the workspace.
Fix: Ask an Owner or Admin.
Fit and Intent columns are empty
They are only filled on Fit + Intent scoring.
Fix: Switch under Settings > Lead scoring.

Plans

Available on every plan.

Related

  • Why this score (contact page)
  • ICP (Lead Gen)
  • Workflows: Lead Score / Intent Score Threshold

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