How Do SaaS Companies Score Leads in PLG vs. Sales-Led Models?
In sales-led motions, scores prioritize fit + intent to hand off MQLs to Sales. In PLG, scoring centers on product-qualified signals (PQA/PQL)—activation, usage depth, and team expansion—so reps focus where adoption already proves value.
Sales-led scoring blends ICP fit (firmographic/technographic), buying intent (content, campaigns, 3rd-party), and engagement recency to surface MQLs that are ready for outreach. PLG scoring elevates in-product behaviors—activation events, time-to-value, usage breadth, collaboration invites—to qualify PQLs/PQAs. Hybrid SaaS models maintain two tracks: Marketing MQL and Product-led PQL, with shared SLAs and routing rules.
What Drives Accurate Lead Scoring?
Designing Dual Scoring for PLG and Sales-Led Motions
Build a two-track system that respects different buyer journeys but shares one pipeline.
Define → Instrument → Score → Route → Engage → Learn
- Define success events: Sales-led = demo request, meeting set, late-stage content. PLG = activation milestones (e.g., first project created, first integration connected).
- Instrument data: Sync web + MAP + CRM with product analytics/CDP; standardize identities (user ↔ account) and timestamp everything.
- Score separately: Maintain a Marketing Score for MQL and a Product Score for PQL/PQA; cap weights to avoid one signal dominating.
- Route intelligently: MQL → SDR; PQL → Product Specialist/AEs; PQAs (multi-seat usage) → strategic AEs. Respect territories and customer/expansion status.
- Engage with relevance: Sales-led = problem/ROI messaging; PLG = usage-based plays, unlock features, usage tips, success enablement.
- Learn & retrain: Refit model monthly with opportunity outcomes, win rate by cohort, and time-to-first-value.
Lead Scoring Comparison Matrix
| Dimension | Sales-Led (MQL) | PLG (PQL/PQA) | Owner | Primary KPI |
|---|---|---|---|---|
| Primary Signals | Fit + intent + engagement | Activation + usage depth + collaboration | RevOps + Marketing | MQL→SQO Rate |
| Data Sources | MAP, website, ad platforms, enrichment | Product analytics, event stream, billing | RevOps + Product | PQL→Opp Rate |
| Threshold | Score ≥ MQL cutoff + SLA | Score ≥ PQL cutoff + activation complete | Ops | Time to First Touch |
| Routing | SDR → AE | Product Specialist/AE; PQAs to Strategic AE | Sales | Speed-to-Lead / Speed-to-Value |
| Feedback | Win/loss on intent cohorts | Feature adoption vs. expansion outcomes | Analytics | Net Revenue Retention |
Client Snapshot: Dual-Track Scoring Lift
A PLG SaaS added a PQL track alongside MQLs. Within 90 days: +38% meeting rates on PQLs and 22% faster cycle time for PQAs routed to strategic AEs. The key: clear activation events and separate SLAs per track.
Start simple: 5–7 weighted signals per track, clear cutoffs, and weekly calibration with Sales, Product, and CS. Expand to ML once your signal hygiene and outcomes history are strong.
Frequently Asked Questions about PLG vs. Sales-Led Scoring
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