- Product available to customers on a Pro plan or more
The Lead Grade is the combination of the Customer Fit and the Likelihood to Buy of a person in your CRM. It enables your team to surface the most qualified and active people in your database with just one metric. This means the Lead Grade represents a score based on both a person's firmographic/ demographic enrichment and their level of engagement.
The possible values of the Lead Grade are:
Leads with an A-grade represent your most qualified and engaged prospects.
Main Use Cases
Once you have prioritized your hand-raisers to your Sales team based on the Customer Fit, you may want to use the Lead Grade to route to Sales only the leads with the best combination of fit and engagement.
Learn more in this detailed article: https://www.madkudu.com/blog/one-lead-score-to-rule-them-all
How is it computed?
The Lead Grade is the result of a matrix combining Fit and Likelihood to Buy (LTB), which can be configured in the Data Studio. It is usually configured by default as follow:
- look at the Fit and the LTB separately. This means training your team on using 3 different scores/segments between the fit, the LTB and the lead grade.
- look at the Lead Grade score
Each Grade (A, B, C, D or E) is associated with a score range:
- A : scores from 90 to 100
- B : scores from 75 to 89
- C : scores from 50 to 74
- D : scores from 25 to 49
- E : scores from 1 to 24
The associated score of the lead is calculated based on a weighted average of the Fit and Likelihood to Buy (LTB).
For example, if the Lead Grade = 2x Fit + 1x LTB, this means that in within the grade A, leads with a very good Fit and high LTB will be scored higher than the leads with a good Fit but very high LTB.
This result of this formula allows you to distinguish between leads with the same grade that should be prioritized based on Fit or LTB.
Can I edit the definition of an A, B, C, D, E lead?
Absolutely! You are able to edit the Lead Grade matrix yourself in our Data Studio.