What Is Fit-Based Account Scoring?
Fit scoring ranks accounts by their ideal customer profile (ICP) match—firmographics, technographics, needs, and constraints—so ABM and Sales focus on the right companies before layering intent or engagement.
Fit-based scoring evaluates how closely an account matches your ICP—industry, size, region, tech stack, compliance, and buying complexity. Teams define a governed taxonomy, convert attributes into features (e.g., ARR band, tool overlap, regulatory needs), weight them for importance, and output a tier or score band (A/B/C). Fit provides a stable baseline to prioritize territories, segment programs, and cap over-reliance on volatile signals like intent spikes.
What Goes Into Fit?
From ICP to Action
Follow this sequence to create explainable fit tiers that Sales trusts—and marketing can activate.
Define → Source → Engineer → Weight → Band → Orchestrate → Govern
- Define ICP & exclusions: Align on ideal industries, sizes, tech compatibilities, AND clear non-ICP rules.
- Source attributes: CRM, enrichment, technographic vendors, product telemetry, partner/PRM data.
- Engineer features: Normalize names, create binary flags (has_X), indices (tech_fit), and risk factors.
- Weight & cap: Assign business weights and caps so no single attribute dominates the outcome.
- Band into tiers: Convert numeric scores to A/B/C with thresholds; document why each account is tiered.
- Orchestrate plays: A-tier → AE+SDR SLAs and ABM activation; B-tier → nurture+partner; C-tier → suppress or self-serve.
- Govern & improve: Monthly review wins/losses by tier, drift checks, and backtesting; update weights and rules.
Fit Scoring Capability Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| ICP Definition | Vague ideal list | Documented ICP/anti-ICP with acceptance criteria | Rev Council/PMM | Win Rate by Tier |
| Data Quality | Manual lookups | Automated enrichment & freshness SLAs | RevOps/Data | Coverage, Freshness |
| Model & Weights | Point-based guesswork | Explainable weights with factor caps & audits | Marketing Ops/Analytics | Precision/Recall, Lift |
| Banding & SLAs | No tiers | A/B/C tiers tied to sales SLAs & ABM rules | Sales Ops/ABM | Speed-to-Action, Acceptance Rate |
| Activation & Suppression | Spray & pray | Program and media mapped to tiers; suppression for misfit | ABM/Demand Gen | Cost per SQL, ROMI |
| Drift & Fairness | Set-and-forget | Monthly drift checks, bias controls, holdouts | Rev Council | Forecast Accuracy |
Client Snapshot: Tiering That Sales Believes
After launching a governed fit model with A/B/C tiers and suppression rules, a B2B team lifted SQL acceptance and reduced cost per opportunity in target segments. Explore outcomes: Comcast Business · Broadridge
Align fit tiers to journeys in The Loop™ Guide, then activate A-tiers with ABM programs and route with Lead Management.
Frequently Asked Questions about Fit-Based Scoring
Make Fit Your Confident First Filter
We’ll define your ICP, engineer features, and connect tiers to SLAs and programs—so every rep knows where to start.
Build ICP & Tiers Operationalize Scoring & Routing