# How do we build a lead scoring model that sales actually trusts?

Split fit from engagement and score them on separate axes. Fit is firmographic and mostly static; engagement is behavioural and decays. A single blended number hides which of the two drove the score, which is exactly the question a rep asks before working the lead.

Publish the score's components on the record so it is inspectable, and agree a re-scoring trigger. Negative scoring is worth adding only once the positive side is stable — otherwise you are tuning two moving parts at once. Set a conversion-rate target per score band so the model can be falsified.

## Sources

- **Method** — [GTM Lifecycle playbook](https://www.leanscale.team/knowledge/playbooks/gtm-lifecycle-playbook/)
- **Method** — [Market Map playbook — Score the accounts, score the people](https://www.leanscale.team/knowledge/playbooks/market-map-playbook/)

---
Cluster: Inbound · https://www.leanscale.team/knowledge/answers/lead-scoring-model-build/