Account Scoring
FrameworkSales
A model that ranks accounts by their likelihood to buy, expand, or churn based on firmographic, behavioral, and engagement data at the account level.
Account Scoring is a model that ranks accounts by their likelihood to buy, expand, or churn based on firmographic, behavioral, and engagement data at the account level. Unlike lead scoring, which evaluates individual contacts, account scoring assesses the entire organization.
Account Scoring vs. Lead Scoring
- Lead scoring evaluates individual people: did this person download a whitepaper, visit the pricing page, match the ICP title?
- Account scoring evaluates companies: does this organization match ICP firmographics, is there multi-threaded engagement, are they using a competitor?
In account-based strategies, account scoring is the primary prioritization mechanism. Lead scoring still plays a role within the account to identify the right contacts.
Common Account Scoring Signals
Fit signals (firmographic):
- Industry, company size, revenue, technology stack