Lead Scoring Template
Establish a lead scoring system to route the best leads to your sales team.
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Why use this template?
At one point, we were spending $60K per year on lead scoring software for our venture-backed, B2B SaaS company.
The marketing executive who purchased the lead scoring software believed it would help us identify the best leads for sales by analyzing all of our historical leads and closed-won deals.
It was a disaster. Not only did it take months to train the machine, it resulted in an average conversion rate from MQL to closed-won of 1-2%.
When I took over marketing, we ripped out the software and transitioned to a simple lead routing model that just worked.
Our conversion rates jumped to an average of 5-10% depending on the lead source. That's a 3-5X improvement across the entire funnel almost instantly and $60K in savings.
What's inside the template
I'm sharing the lead scoring template and methodology we used. Add this template to your cart and checkout to gain access to the following resources:
- Instructions: instructions on how to use this template most effectively.
- Lead Stages & Criteria Template: a bonus template that defines the different lead stages and how they advance through your funnel.
- Lead Scoring Template: a blank template to input the data you will be collecting on your leads and the rules for routing leads to your sales team.
- Lead Stages & Criteria Example: a fully populated template with real examples of how you might structure your lead stages as a B2B SaaS company.
- Lead Scoring Example: a real example for how we scored leads to route to different sales specialists on our team (Account Executives vs. Sales Development Representatives).
- BONUS Go-to-Market Checklist: a step by step list of activities to complete when going to market with a new product.
How to use this template
I advocate for simplicity. Complexity confuses sales reps and sales management. Keep it simple.
Click “Add to Cart” on the right and then checkout. You will receive a link to the Google Sheet to make it your own.
If you run a go-to-market team at a B2B SaaS company, get these templates as well:
VP of Marketing Playbook
Everything you need to run marketing at a venture-backed SaaS company.
VP of Sales Playbook
Everything you need to run sales at a venture-backed SaaS company.
Click "Add to Cart" below. When you checkout, you will immediately receive an email with a link to download
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- Customizable files
Lifetime access from any device
Top reviews from SaaS Executives
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
“These are GOLD! I was having to build all of this from scratch.”
“This is exactly what I was looking for. A repeatable playbook I could plug-n-play for our business.”
“I feel more confident hitting our revenue goals now than I ever have.”
“My job just became so much easier! I’m all about working smarter, not harder.”
Our Resources
Our templates give you complete flexibility to choose exactly what you need to unlock growth. Whether it’s defining your ICP, mapping the buyer journey, optimizing your sales process, or building forecasts—our templates make it easy to get started fast and execute with precision.
Our go-to-market playbooks are designed to guide executives from a place of uncertainty to hitting aggressive sales and marketing goals. Each playbook is a step-by-step roadmap built to help you confidently navigate the most critical growth stages and scale your business.
Work with us to develop a custom sales and marketing playbook tailored specifically to your company. We’ll collaborate with you to define a winning strategy and tactics, leaving you laser-focused on execution and results. No guesswork—just clear, actionable steps designed for growth.
