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Build a Scoring Matrix

Combine Radius Scoring grades and your behavior grades to create a scoring matrix. Then,  align on what follow-up action your team should take for each lead rating so your team can reach out to the right prospects at the right time.

Radius scores capture explicit data, such as location and company size, to show you how fit an incoming prospect is for your product or service. Behavior scores capture implicit data, such as website visits, form submissions, and email clicks to show how engaged a prospect is with your company and their buying intent. You'll get these from your marketing automation tool. By creating a scoring matrix with these two scores, your go-to-market team can focus on the right opportunities and reach out to the prospects most likely to buy.

Get Ready

  • Set Up Radius Scoring to get your fit scores.
  • Collect your behavioral scores from your marketing automation tool. If you don’t have behavior scores and grades, you'll need to create them to build your scoring matrix.

Create a Scoring Matrix and Map Actions

Combine Radius Scoring grade and MAT behavior grade then map your combined grades to actions so your go-to-market team is aligned on what follow-up action they should take. For example, you can send A1 leads to your CRM for Sales to immediately follow up with, or move C1 leads into your long-term nurturing program. 

Here are some ways to get started.

  • Start simple. You can always add to your scoring model later. It’s much easier than deconstructing a complex system. 
  • Map your buyers’ behavior and tie their engagement attributes to customer personas. This approach helps you decide on how to rank and weigh different types of behavior activity.
  • Define your sales bandwidth, lead volume, and lead quality.
  • Know how your Won/Lost criteria are configured in Radius. Radius scores are based on your goals and historical success.
  • Use negative scoring and score degradation for behavior scores. You should have factors in place to prevent scores from getting disproportionately high. Implementing a recency component to your scoring model, for example, is a great way to make sure your highest scored leads are highly engaged. 

Scoring Matrix

Combine your Radius Scoring grade with your MAT behavioral grade to create a lead rating. Letters represent fit grade and numbers represent behavior grade.

  100-70 69-50 49-30 29-0
100-70 A1 B1 C1 D1
69-50 A2 B2 C2 D2
49-30 A3 B3 C3 D3
29-0 A1 B2 C4 D4

Scoring Matrix Actions

Map your lead ratings to actions so your team knows how to follow-up with prospects. Here are some best practices around mapping lead ratings and actions.

Lead Rating Description Action


A great prospect and very interested.

Hot lead! Reach out immediately.


A great prospect but shown no interest.

Priority lead. May need specific “why purchase now” messaging.


Good prospect and very interested.

Send to Sales for 24 hr follow-up.


Not an ideal prospect but very interested.

Nurture to see if they are a good fit.


Wrong fit. No interest.

Fulfill request and segment out.

Evaluate, Measure, and Optimize

Predictive prioritization isn’t a set it and forget it solution. You'll need to continuously collect feedback and measure how your scoring model, scoring matrix, and actions are performing to find opportunities for improvement. We recommend reviewing your model every 30 days until you’re satisfied with your results. Then, you should create a reevaluation schedule that aligns with the length of your sales cycle. 

To start, you should know your benchmarks by reviewing and measuring your conversion rates, lead quality, and lead and opportunity volume. You should also know your average deal size and the cost of time and dollar spend for both your Sales and Marketing efforts. These metrics help determine if your new scoring program is efficient and help you reach your Sales and Marketing objectives. As you review the conversion rates across your funnel and continually modify the model, you’ll reach the best conversion rate and ideal lead volume for your organization. 

Here are some things to consider

  • What percentage of A leads are closing?
  • What percentage  of B and C leads are converting from MQL to SAL?
  • What is the percentage for sales acceptance rate?
  • What are the reasons for disqualification or reject for MQLs?
  • Have the number of days in the sales cycle decreased?
  • Has the average deal size increased?
  • What are the total number of MQLs by week?
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