Configuring lead scoring

Lead scoring turns the things that happen to a lead — scans, emails opened, demos scheduled, company size, industry match — into a single priority label your reps see at a glance. Set up well, it answers two questions instantly: who should I follow up with first? and who's actually worth a meeting?

Mobly's scoring has three dimensions, configured on three tabs in Lead Settings:

• Engagement — what they've done with us (activity-based)

• ICP Fit — how well their company matches our ideal customer (attribute-based)

• Scoring Matrix — combines the two into a single overall priority

* This article is only relevant to Mobly Admins (with access to the Hub). Lead scoring is available on plans that include it — if you don't see these tabs, contact your CSM.

Where it lives

In the Hub, go to Lead Settings. The Engagement, ICP Fit, and Scoring Matrix tabs appear next to the General tab.

For configuring qualifiers themselves (the General tab), see Configuring qualifiers in Lead Settings.

Engagement scoring

The Engagement tab turns lead activity into a numeric score. Set point values per activity type:

Activity	Suggested points
Scan (badge or business card)	5
Email open	1
Email click	3
Meeting attended	15
Demo scheduled	25
Sequence reply	10

The numbers above are starting suggestions, not gospel. Tune to your team's conversion patterns — if reply rate predicts deal close better than demo schedules, reply should be worth more than demo.

After point values, define score bands that bucket the resulting total:

• Low (0–10)

• Medium (11–25)

• High (26–50)

• Hot (51+)

Bands feed the Lead Details drawer's at-a-glance status badge and feed into the Scoring Matrix below.

Set bands by your actual data distribution. Pull a representative sample of leads and see where the natural cutoffs are. If 80% of your leads end up in "Low" because you set the threshold too high, the band stops being useful.

ICP Fit scoring

The ICP Fit tab scores a lead's company against your ideal-customer profile. Set per-attribute point values for company traits:

• Industry — points per industry match against your target industries (from Organization Profile)

• Company size — points per size band match

• Revenue band — if known from enrichment

• Geography — points for in-target regions

• Other custom attributes your team uses

Same bucketing approach as Engagement, but with fit-flavored band names:

• Strong fit — checks most of the ICP boxes

• Possible fit — partial match

• Poor fit — outside the target

ICP scoring runs automatically when a lead's company data populates or refreshes (typically a few minutes after capture once enrichment completes).

Garbage in, garbage out. ICP scoring is only as good as your Organization Profile. If your industries or company-size targets are empty or stale there, ICP scores will be noisy. See Organization Profile.

The Scoring Matrix

The Scoring Matrix combines Engagement (rows) and ICP Fit (columns) into a 2D grid that produces a single overall priority label per lead.

A typical setup:

	Poor fit	Possible fit	Strong fit
Hot engagement	B-tier	A-tier	A+ (priority)
High	C-tier	B-tier	A-tier
Medium	D-tier	C-tier	B-tier
Low	Skip	D-tier	C-tier

Set the label per cell. The result is what reps see on each lead's row in the table and on the Lead Details drawer — one label that tells them how seriously to take this person.

The point of the matrix isn't to make every cell unique. It's to collapse "tons of engagement but wrong customer" and "perfect customer but cold" into honest signals, so reps don't waste cycles chasing the wrong leads.

A workflow that actually lands

1. Set up Engagement first. It's the easiest to reason about and immediately useful.

2. Set up Organization Profile (if you haven't) — see Organization Profile. Without it, ICP scoring is empty.

3. Set up ICP Fit. Use Organization Profile data as the baseline.

4. Set up Scoring Matrix last. Now you have two dimensions to combine.

5. Watch for a couple of weeks. Adjust point values and bands when the labels don't match your team's instincts.

6. Quarterly review. Conversion patterns shift; scoring weights should too.

Related articles

• Configuring qualifiers in Lead Settings — the General tab (qualifiers and AI description prompt)

• Organization Profile — the ICP source data

• How to use qualifiers to manage leads