How it works
Start with your history: which leads became customers, and what did they have in common, such as service needed, budget, company size or source. AI reads each new lead, including free-text messages, and assigns a score or category. Rules can be simple at first and refined as more outcomes are recorded.
Use it carefully
A score is a prioritisation tool, not a reason to ignore people. Check regularly that high scores really convert, and watch for bias, for example scoring down leads from a channel that was simply under-represented in the past. Record outcomes consistently in the CRM, because the scoring is only as good as that data.