How Does Account Scoring Differ for SMB vs. Enterprise?
Scoring for SMB favors velocity and recency. Scoring for enterprise emphasizes fit, intent depth, and buying-group coverage. Calibrate both to guide the right plays, teams, and SLAs.
SMB scoring weights recency, frequency, and product-led triggers to surface fast-moving buyers for short-cycle motions. Enterprise scoring adds heavier ICP fit, intent corroboration, and role coverage to prioritize consensus deals for long-cycle ABM. Both models must be tiered, decayed over time, capped per-signal, and recalibrated to pipeline, ASP, and win rate.
Key Differences at a Glance
Designing Dual Scoring Models
Stand up separate—but connected—models that map score tiers to coverage rules, tactics, and revenue outcomes.
Segment → Weight → Threshold → Route → Engage → Validate → Govern
- Segment: Define SMB vs. enterprise cutoffs (employee/revenue/ACV) and motions (new vs. expansion).
- Weight: SMB: recency and product signals; Enterprise: fit, role coverage, multi-source intent.
- Threshold: Set tier bands that reflect cycle length and ASP; require roles for enterprise Tier-1.
- Route: Map tiers to channels—SMB to rapid SDR plays; enterprise to ABM pods with meeting SLAs.
- Engage: Trigger next-best-plays (trial assist, ROI workshop, executive briefing) per tier & stage.
- Validate: Back-test quarterly; confirm Tier-1 lift in conversion, ASP, and win rate vs. Tier-2.
- Govern: Publish rules, owners, and a change log; recalibrate with Sales/RevOps monthly.
SMB vs. Enterprise Scoring Matrix
| Capability | SMB Motion | Enterprise Motion | Owner | Primary KPI |
|---|---|---|---|---|
| Model Inputs | Recency, frequency, PLG usage, pricing views | ICP fit, multi-source intent, role coverage, project signals | RevOps/Marketing Ops | Predictive lift vs. baseline |
| Time Decay & Caps | 14–30 day decay; strict per-signal caps | 60–120 day decay; milestone boosts; deduped multi-channel | Marketing Ops | Tier freshness, precision |
| Tier Logic | Tier-1 on high recency & product intent | Tier-1 requires champion + economic + technical | Sales Ops | Speed-to-first-touch |
| Routing & Plays | SDR call/chat + trial assist | ABM pod; executive briefing; ROI/TCO workshop | Sales Leadership | Meetings held, stage conversion |
| Validation | A/B on trial assist vs. nurture | Cohorts by buying group completeness | Analytics | Win rate by tier |
| Finance Alignment | CAC payback, volume targets | ASP, forecast accuracy, multi-thread depth | Finance/RevOps | R² vs. bookings |
Client Snapshot: Two Models, One Pipeline Strategy
A SaaS company split scoring by segment. SMB Tier-1 volume dropped 22% while meetings rose 18%. Enterprise Tier-1 win rate improved with mandatory role coverage. Explore results: Comcast Business · Broadridge
Pair segment-specific scoring with ABM prioritization and disciplined lead management to direct effort where it lifts revenue most.
Frequently Asked Questions about SMB vs. Enterprise Scoring
Operationalize Segment-Specific Scoring
Stand up dual models, route by tiers, and govern calibration so sales focuses on real buyers.
Optimize ABM Prioritization Tune Lead Management