Propensity scoring
The scoring rubric, how scores are calculated, and why methodology anchors matter.
The propensity score is a 0-100 number representing how likely a prospect is to purchase your offering right now, based on evidence from public sources.
How the score is calculated
The score is derived from the methodology rubric. The rubric maps to topics, each of which has one or more criteria. For each criterion, the agent evaluates the available evidence and assigns a criterion score. Topic scores are the weighted average of their criteria; the final propensity score is the weighted average of topic scores.
For example, a methodology might define:
| Topic | Weight | Example criterion |
|---|---|---|
| Technology fit | 35% | Does the prospect use compatible technologies? |
| Budget signals | 25% | Are there recent funding rounds or expansion announcements? |
| Buying team | 20% | Can we identify relevant decision-makers? |
| Competitive landscape | 20% | Is there evidence of evaluating alternatives? |
A prospect with strong technology fit and clear budget signals will score much higher than one with weak evidence across all categories.
Score ranges
| Range | Interpretation |
|---|---|
| 80-100 | Strong fit and clear intent signals. High priority for outreach. |
| 60-79 | Good fit with some gaps. Worth engaging, deeper qualification needed. |
| 40-59 | Moderate fit. Monitor for changes, not yet a priority. |
| 20-39 | Weak fit or little evidence. Low priority. |
| 0-19 | Poor fit or insufficient data |
These ranges are indicative. Calibrate them against your own sales experience.
Snapshotting
Scores are snapshotted at the time of the research run. If you update your methodology, existing run scores do not change. Re-running a client produces a new score record alongside the old one, and both are accessible from the client's research history.
Why anchors matter
The methodology criteria are the anchors that make scores comparable. Without consistent criteria:
- Two runs against different methodologies would produce incomparable scores.
- A change to the methodology mid-cohort would make the rollup summary misleading.
If you need to change your methodology, create a new version and start new runs with it, rather than editing the existing version.
Score breakdown
The score panel on a client research record shows a breakdown by topic and criterion, with the evidence that drove each sub-score. This lets you see at a glance why a prospect scored the way it did.
See also: methodology, rollup.