Block 5 — Instructor Reference
Lead Scoring Strategy
Sales & Marketing Alignment · Lead Management Framework
From Form Fill to Signed Contract
A scoring model that defines what "sales-ready" actually means — by signal, by stage, and by who owns what
Forma's current system treats every form fill as equal. This model fixes that by awarding points across three dimensions — who the lead is, what they have done, and how ready they appear to buy. A lead must clear a defined threshold before it enters the sales queue. Everything below that threshold stays in nurture.
Score Thresholds & Stage Ownership
0–29
Cold
Early interest, no buying signals present
Marketing — passive nurture
30–49
Warm
Engaged but no project signals yet
Marketing — active sequence
50–69
MQL
Good fit + meaningful engagement
Marketing → Sales review
70+
SQL
Strong fit + active buying signals
Sales — full ownership
→ 30
Recycle
Sales called — no active project found
Returns to marketing nurture
Scoring Dimensions
Dimension 1 — Firmographic Fit
Scored Once
Company Size
200+ employees
+15 pts
100–199 employees
+10 pts
50–99 employees
+5 pts
Under 50 employees — rarely Forma's buyer
0 pts
Segment
Corporate — relocating or expanding
+15 pts
Managed space / coworking operator
+12 pts
Commercial developer
+10 pts
Other / unclear
0 pts
Job Title
C-suite, Director, VP
+15 pts
Facilities Manager, Head of Admin / Ops
+12 pts
HR Manager, Office Manager
+8 pts
Junior / individual contributor
+2 pts
Student / freelancer
−10 pts
Geography
Within Forma's active service cities
+8 pts
Adjacent / serviceable markets
+4 pts
Outside service area
−5 pts
Dimension 2 — Behavioural Signals
Updated Live
Website Activity
Visited pricing page — strongest buying signal
+20 pts
Visited project portfolio page
+15 pts
Visited Services or How It Works page
+8 pts
Return visit within 7 days
+10 pts
Single blog post visit only
+2 pts
Content Consumption
Attended a live webinar
+15 pts
Watched recorded webinar (50%+ completion)
+10 pts
Downloaded a case study or project brief
+12 pts
Downloaded the design trends report
+8 pts
Downloaded two or more assets
+5 pts
Email Engagement
Clicked a link in a nurture email
+10 pts
Opened 3 or more emails in a sequence
+6 pts
Replied to a nurture email — near-SQL
+20 pts
Unsubscribed
−20 pts
Direct Intent Signals
Submitted "Get a Quote" or "Book a Consultation"
Auto-SQL
Requested portfolio PDF directly
+25 pts
Asked a question via chat or contact form
+20 pts
Dimension 3 — Score Decay & Negative Signals
These signals subtract from the total — applied automatically
Job title is student, intern, or academic
−15 pts
No activity for 60 days after initial contact
−10 pts
Company size under 20 employees
−10 pts
Opened 3+ emails but never clicked anything
−5 pts
Outside Forma's service geography
−5 pts
Score cannot fall below 0
The Recycle Path — What Happens When Sales Returns a Lead
The stage that currently does not exist at Forma — and must be built
1
Sales logs a disqualification reason
A five-second dropdown — not a written note. Non-negotiable for the model to function.
No project yet
No budget approved
Wrong contact — needs referral
Competitor already engaged
Timing too early — revisit in 60–90 days
2
Score resets to 30 — lead returns to marketing's warm track
Not discarded. Not ignored. Actively re-entered into a segment-specific 60-day nurture sequence.
Corporate
Office design ROI, employee productivity, post-pandemic workspace trends
Developer
Tenant attraction, fit-out cost benchmarks, project timelines
Managed Space
Design differentiation, brand identity, Instagram-worthy spaces
3
At day 60 — automatic re-engagement check
If the lead's score has climbed back above 50 through email clicks, return site visits, or new content downloads — it re-enters the MQL queue. If not, it moves to a low-frequency quarterly check-in sequence.
Sales Follow-Up Commitment — Every Lead That Clears 70 Points
Structured Follow-Up Sequence — SQL Stage
Triggered automatically when lead score reaches 70+
Day 1
Call
Personalised call — reference what they engaged with specifically. "I noticed you visited our project portfolio — was there a fit-out style that caught your eye?"
Day 3
Email
Follow-up email with a case study matched to their segment — not a generic brochure
Day 7
Call
Second call attempt — if no answer, leave a voicemail with a specific reference point
Day 10
Email
Soft CTA — "Are you at the stage where a no-obligation site visit or consultation would be useful?"
Day 18
Final
Last touch. If no response — lead returns to recycle path with a note. Not discarded.
What Forma Needs to Implement This
Requirement Detail
CRM Setup Lead score field that auto-updates based on tracked behavioural signals in real time
Website Tracking Pricing, portfolio, and services pages tagged so visits immediately trigger score updates
Email Platform Three segment-specific nurture sequences built with click-tracking and engagement scoring enabled
Sales Discipline Dropdown disqualification logging on every call — non-negotiable for the recycle path to function
Shared Dashboard Both Priya and Rohan see the same lead score and stage in real time — no separate views
Quarterly Calibration Every quarter, review which scored signals actually predicted closed deals and adjust point values accordingly
Forma Studio — Office Interiors & Design
Block 5 · Lead Scoring Strategy · Digital Marketing for B2B Businesses