Lead scoring
Contacts & dataAlso called: contact scoring, engagement score, MQL scoring
Lead scoring assigns a numeric value to each contact based on their attributes and behaviour, so that sales attention can be pointed at the contacts most likely to buy rather than at the most recent ones.
Scoring is a ranking tool, not a truth. Its only job is to order a list better than recency does, and that is a low enough bar that a crude score usually beats no score — five points for a pricing-page visit, ten for a demo request, minus twenty for ninety days of silence.
Where it goes wrong is complexity. Twenty-factor models that nobody can explain get ignored by the sales team they were built for, and a score nobody trusts is worse than none because it launders a guess as a number.
It also decays. A score that only ever increases eventually says everyone is hot; subtracting for inactivity is what keeps the ranking meaningful in month six.
How it works in FrazzleCRM
- ✓There is no built-in score object — scoring is assembled from primitives, which keeps the model yours and inspectable.
- ✓Hold the score in a custom field and change it with Update Field arithmetic: add on an email click, add on a trigger link click, subtract on a schedule.
- ✓Branch on the value with greater-than and less-than rules, and use a threshold crossing to notify an owner or enrol the contact in a sales flow.
- ✓Because each change is a visible step on the map, the model is readable by whoever inherits it.
Where teams get this wrong
A score that only goes up is a clock, not a score. Without a decay path — a scheduled subtraction, or a reset on inactivity — everything drifts to the top of the list and the ranking stops meaning anything.
Common questions
Does FrazzleCRM have built-in lead scoring?
Not as a dedicated feature. It is built from a custom field plus field arithmetic and branch rules, which is more work to set up and considerably easier to audit.
What is a reasonable starting model?
Three or four behaviours with round numbers, one decay rule, and one threshold that does something visible. Refine only once the sales team disagrees with it for a specific reason.
See it on a real map
Free templates where this shows up as an actual node. Clone one and the diagram runs as the automation.
Trial → Demo (Sales-Assist)
Score trial behaviour, and only put a human in front of the accounts worth a human.
CoachingDiscovery Call Application
Make them apply, disqualify kindly, and only put booked calls on your calendar.
AgencyClient Retention & Reporting
Report monthly, notice the silence, and book the QBR before the client drafts the email.
Related terms
Custom field
A custom field stores a value on a contact that the standard fields do not cover — a renewal date, a plan name, a quoted price, an external system's id — for use in personalisation, branching and date-driven automation.
If/Else branch
An If/Else branch evaluates a set of rules about the contact at the moment the run reaches it and sends them down one of two paths, letting a single automation behave differently for different people.
Email open and click tracking
Email tracking records whether a recipient opened a message or clicked a link in it — opens via a tiny embedded image, clicks via a redirect — producing the engagement data behind open rates, click rates and behaviour-triggered follow-up.
Tag
A tag is a simple label attached to a contact that records a fact about them — a source, an interest, a state — and which automations can react to, branch on, and use as an exit condition.
Or browse all 24 terms — grouped by what part of the funnel they belong to.
Draw it once, and it runs
In FrazzleCRM the funnel map IS the automation — every node you draw is a real step, and every step you edit redraws the map. Free plan, no credit card.
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