How Does Account Scoring Differ for SMB vs. Enterprise?
Calibrate scoring to selling motion and deal economics. In SMB, prioritize speed, verified intent, and automation. In enterprise, weight multi-threaded engagement, strategic fit, and expansion potential—then route by expected value.
SMB scoring emphasizes propensity-to-act now—firmographic fit + verified intent + recent engagement—with aggressive time decay and simple routes. Enterprise scoring adds buying-committee breadth, account strategy fit (tech stack, initiatives, partners), and value weighting (ACV, margin, expansion)—with reason codes that trigger specific ABM plays.
What’s Different by Segment?
The SMB vs. Enterprise Scoring Playbook
Align the model and activation to your sales motion so scores lead to meetings, pipeline, and revenue.
Segment → Clean → Model → Calibrate → Activate → Route → Govern
- Segment clearly: Define SMB vs. Enterprise by employees/revenue/territory; tag accounts and contacts.
- Clean identity: Dedupe, normalize domains, map parent–child hierarchies; enrich tech stack and intent sources.
- Model by motion: SMB = fit + verified intent + recent engagement × strong decay. Enterprise = fit + committee breadth + verified intent × ACV/margin/expansion.
- Calibrate thresholds: Back-test each segment separately; publish reason codes (e.g., “Intent surge / CFO engaged / Tier-1 ICP”).
- Activate in CRM/MAP: Expose score, segment, reasons, and next best action with task/alert automation.
- Route to impact: SMB: auto-booking and SDR queues. Enterprise: ABM plays, exec alignment, and specialist overlays.
- Govern monthly: Review precision@Top-N, meeting rate, pipeline per rep hour; retune weights and SLAs by segment.
Scoring Maturity Matrix by Segment
| Capability | SMB: From | SMB: To | Enterprise: From | Enterprise: To | Owner | Primary KPI |
|---|---|---|---|---|---|---|
| Data Hygiene | Basic domain match | Clean account/contact pairs | Flat accounts | Parent–subsidiary graph + tech stack | RevOps/Data | Match Rate, Dupes % |
| Signal Strategy | Email clicks | Trial/pricing/chat + strong decay | Ad hoc engagement | Intent + analyst/partner + exec touches | Marketing Ops | Meetings/Top-N |
| Committee Coverage | Single contact | Buyer + user | Champion-only | Economic + technical + user roles | Sales Ops | Stage Conversion |
| Value Weighting | Flat points | ACV tiers × probability | Opportunity-only | ACV × margin × expansion potential | RevOps + Finance | Revenue per Rep Hour |
| Routing & SLAs | Round-robin | Auto-assign + instant tasks | Generic queues | Named AE + ABM sequences | SDR/AE Leaders | Speed-to-First-Meeting |
| Transparency | Black box | Reason codes in CRM | Unclear next steps | Play recommendations by reason | Enablement | Rep Adoption % |
Client Snapshot: Dual-Motion Scoring
A SaaS company split models by segment: SMB scores prioritized trial velocity and pricing-page intent; Enterprise scores emphasized committee breadth and partner-sourced intent. Result: +28% SMB meetings from Top-200 accounts and +19% Enterprise win rate on targeted tiers. Explore proof points: Comcast Business · Broadridge
Tie each segment’s score to distinct plays and SLAs. Use The Loop™ to connect signals to stage-specific actions that create pipeline.
Frequently Asked Questions
Operationalize Segment-Specific Scoring
We’ll tune signals, weights, and routing for each motion—so reps work the accounts that move the forecast.
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