Lead Scoring Model Template and Calculator
Lead scoring adds points for who a lead is (fit: job title, company size, industry) and what they do (behaviour: demo request, pricing page visit), and subtracts points for disqualifiers. At the MQL threshold the lead goes to sales. Edit the template below, set thresholds and check them against your conversion data.
The form starts with a typical B2B model: change the criteria and points, or clear a row you do not need. Add your lead and customer counts to see whether the threshold separates buyers. Your draft stays in this browser, and nothing you type leaves it.
Lead scoring formulas
| Measure | Formula |
|---|---|
| Lead score | F + B − N |
| MQL rate | MQLs ÷ leads |
| MQL → customer | CM ÷ MQLs |
| Lift | MQL rate of buying ÷ other leads’ rate |
F: fit points. B: behaviour points. N: points for disqualifiers. CM: customers who came from MQLs.
Example: scoring one lead
| Lead action or trait | Score |
|---|---|
| VP of sales (+20) at a 200-person SaaS company (+15, +10) using a CRM (+5) | 50 |
| Visits the pricing page (+15) and attends a webinar (+10) | 75 |
| Becomes an MQL at the 75-point threshold | 75 |
| Requests a demo (+30): sales-ready from 100 | 105 |
The template’s maximum is 125 points: fit 55 + behaviour 70. Neither group reaches 75 on its own, so an MQL is always a good fit that has shown real interest. A competitor (−50) or a student (−30) cannot reach the threshold even after a demo request.
Checking the threshold
| Quarter: 1,000 leads, 15 customers | Rate |
|---|---|
| MQLs: 200 of 1,000 leads | 20% |
| MQL → customer: 10 of 200 | 5% |
| Other leads → customer: 5 of 800 | 0.6% |
| Lift: 5% ÷ 0.625% | 8× |
An MQL is 8 times as likely to buy as any other lead, and 10 of 15 customers (66.7%) passed the threshold, so the model separates buyers well. If more than half of leads became MQLs, the threshold would be too low; if fewer than half of customers were MQLs, it would be too high.
Frequently asked questions
What is lead scoring?
Lead scoring gives each lead points for who they are (fit) and what they do (behaviour), and takes points away for disqualifiers. When the total reaches a threshold, the lead becomes a marketing qualified lead (MQL) and goes to sales, so reps spend their time on the leads most likely to buy.
How do you build a lead scoring model?
List the traits your recent customers share and the actions they took before buying. Give the strongest signals the most points, such as a demo request or the right job title, subtract points for disqualifiers, then set the MQL threshold at a score that most past buyers reached and most other leads did not.
What is a good lead score?
There is no universal number: a score only means something against your own threshold. In the example the maximum is 125, a lead becomes an MQL at 75 and is sales-ready at 100. Check the threshold with your data: MQLs should convert to customers several times more often than other leads.
What is the difference between an MQL and an SQL?
An MQL (marketing qualified lead) has reached the score threshold and is passed to sales. An SQL (sales qualified lead) has also been confirmed by a sales rep or SDR as having a real need, budget and timing. The sales-ready stage in the template is the score at which sales should call straight away.
How often should you update lead scores?
Let behaviour points decay, for example minus 10 after 30 days without activity, so old interest does not keep a lead hot. Review the model every quarter: compare how often MQLs and other leads became customers, and adjust points and the threshold.
Is my data stored anywhere?
No. The model is built in your browser and the draft is kept only in this browser’s local storage until you press Start over. Nothing you type is sent to SalesBond or anyone else.
Related tools: conversion rate calculator, MEDDIC discovery questions, pipeline coverage calculator. More on sales and running a sales team on the SalesBond blog and the home page.
Official sources
- Wikipedia, Lead scoring — explicit and implicit scoring, thresholds.
- Salesforce, What Is Lead Scoring? — fit and engagement criteria.
- Pipedrive, Lead scoring tips — scoring for small sales teams.
Updated on Nov 6, 2026. This calculator is for information only and is not tax, legal or payroll advice. The threshold check uses rules of thumb: MQLs converting at least 3 times as often as other leads, no more than half of leads becoming MQLs and at least half of customers coming from MQLs. Tune them to your own sales cycle.
