How Do You Define Scoring Criteria for Accounts?
Create a single, governed rubric for ranking accounts by fit, intent, engagement, and product signals. Clear criteria power ABM focus, lead routing, and buying-group plays—so your best opportunities move first.
Define account scoring criteria by first aligning on your Ideal Customer Profile (ICP) and motions (new vs. expand). Weight four signal groups—Fit (firmographics, technographics), Intent (topic surges, competitor research), Engagement (depth, recency, buying-group coverage), and Product (PQLs, usage, install base)—then convert the weighted sum into a Score + Tier that drives routing, SLAs, and stage-based plays.
Foundational Criteria to Include
The Account Scoring Criteria Playbook
Follow this sequence to design, test, and govern criteria that sales, SDR, and marketing trust.
Align → Select → Weight → Normalize → Publish → Orchestrate → Govern
- Align: Document ICP tiers and negative ICP; separate new logo vs. expansion motions.
- Select: Choose measurable inputs for Fit, Intent, Engagement, Product; define inclusion/exclusion rules.
- Weight: Assign segment-specific weights; cap any single signal to avoid overfitting.
- Normalize: Standardize scales (e.g., 0–100) and decay engagement by time to emphasize recency.
- Publish: Write Account Score and Tier (1–3) to CRM/MAP; expose history for analytics.
- Orchestrate: Route Tier-1 to fast-lane SLAs; launch stage-based plays for targeted roles.
- Govern: Re-rank weekly, A/B weights quarterly, and reallocate spend based on lift.
Account Scoring Criteria Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Definition | Loose personas | Tiered ICP with negative criteria and hierarchy rules | Product Marketing / RevOps | SQL Rate by Tier |
| Signal Catalog | Untracked behaviors | Fit/Intent/Engagement/Product inputs with clear owners | Marketing Ops | Data Completeness % |
| Weighting Logic | One-size points | Segmented weights + decay + caps | Analytics / RevOps | Lift in Win Rate |
| Lead→Account Matching | Manual mapping | Automated domain + hierarchy matching with dedupe | Sales Ops | Routing Accuracy |
| Activation & SLAs | Ad hoc follow-up | Tier-based routing, timers, and buying-group cadences | SDR / AE | Speed-to-First-Touch |
| Governance | Occasional tweaks | Weekly re-rank, quarterly back-tests, budget shifts | Revenue Council | CAC Payback, ROMI |
Client Snapshot: Criteria that Close
After switching to a Fit+Intent+Engagement+Product rubric with tiered SLAs, a B2B provider lifted Tier-1 meeting rate, shortened cycle time, and expanded ACV via multithreading—without additional media spend. Explore results: Comcast Business · Broadridge
Map journey stages with The Loop™ and connect scoring criteria to ABM priorities and lead management for consistent execution.
Frequently Asked Questions about Account Scoring Criteria
Turn Criteria into Consistent Wins
We’ll help you codify Fit/Intent/Engagement/Product criteria, publish scores and tiers, and activate SLAs and plays that move real pipeline.
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