#The challenge
Two lead-scoring models were running at the same time — a general model and a campaign-specific one — with no single answer to what a good lead was. The fit component could subtract points, which meant genuinely good-fit, highly engaged leads scored below the routing threshold and never reached a rep's queue at all. A lean two-person marketing and revenue-operations team was under board pressure to grow pipeline and could not defend a number it did not control.
#The approach
One model carrying two visible scores
Consolidated the two competing models into a single system with two separately visible scores — engagement and ICP fit — so a lead's behaviour and its fit stay legible on their own instead of collapsing into one opaque number nobody trusts.
An interim fix that unblocked the queue immediately
Shipped an interim change so the fit component can only add points, never subtract, releasing good-fit, high-engagement leads into the rep queue while the full model was still being built — value in week one rather than at go-live.
Predictive scoring folded into the design
Added the platform's native predictive scoring into the model design rather than running it as a competing signal on the side.
One documented source of truth
Documented the scoring model on a single live enablement site so sales and marketing argue from the same definition instead of two different decks.
A reactivation model for the 'not ready' pile
Built a 90/180-day reactivation model for leads marked not-ready, with a short reactivation sequence, so disqualified leads get systematically re-touched instead of ageing out of the database.
#Outcomes
Two models became one
The general and campaign-specific scoring flows were collapsed into a single dual-score engagement plus ICP-fit model, documented on one live enablement site as the source of truth.
A blocked lead became a booked meeting
Immediately after the fit-score fix, a previously blocked good-fit lead surfaced in the rep queue, was called, and converted to a booked meeting the team said would not otherwise have been made.