Think of account scoring as your BS filter. It helps you rank accounts based on how likely they are to convert and how much potential value they bring to the table. Get it right, and you’ve got a finely tuned pipeline where every rep is focusing on the accounts that matter most. In today’s B2B sales game, where we all need to squeeze more juice, a strong account scoring system makes sure you’re not burning resources on low-potential leads. Time is money—literally.
There are fit criteria you may want to include in an account score:
- Fit score
- Engagement score
- Buying intent
- Potential deal size
- Market Map alignment
Let’s dive deeper into each one.
Criterion #1: Fit score
First up, let’s talk about fit score—aka the “does this account even belong in our pipeline?” test. This is where you measure how well an account aligns with your Ideal Customer Profile (ICP). And no, we’re not talking about just industry and company size anymore. We’re going next level. Mature orgs should be looking at firmographic data, historical performance, and market trends.
Example time: if your team is targeting data analytics companies and the account is in that sweet spot with high-growth potential, that’s a green light. But if they’re in a shrinking industry that’s struggling, maybe they don’t belong in the A-list. Fit score helps you focus on the long-term players who’ll grow with you, not just close quick deals.
Criterion #2: Engagement score
Next, we’ve got the engagement score—how much love is this account showing you? But we’re not just talking email opens or webinar clicks (although those are cool too). You’ve got to go deeper. Are key stakeholders involved? Is the CFO poking around, or is your team still stuck chatting with a mid-level manager?
For example, an account that’s interacting across multiple touchpoints—downloading your white papers, engaging with your sales team directly, maybe even sliding into your DMs on LinkedIn—is way more valuable than one that’s just kicking the tires. The more they’re leaning in, the more your team should lean in too.
Criterion #3: Buying intent
Here’s where things get real. Buying intent is what separates curious browsers from serious buyers. You want to track behaviors that show they’re moving from “just looking” to “ready to buy.” This can be anything from revisiting your pricing page (serious signal) to requesting a demo (next-level intent).
Pro tip: Integrating third-party intent data can give you a massive edge. You’ll know what your reps’ prospect is up to before they even hit their radar. If an account is out there checking out your competitors, that’s the cue to turn up the heat and make sure they’re in the decision phase. The more signals, the better—this is where the magic happens.
Criterion #4: Potential deal size
Alright, this one’s pretty obvious—deal size. Not all accounts bring the same ROI, so your team needs to factor that into your scoring model. But here’s the twist: it’s not just about the upfront revenue. Smart sales teams look at the long-term customer value (LCV) and upsell potential.
Think of it this way: an enterprise account that has potential for multiple expansions is going to be worth way more than a smaller, one-and-done deal. If your reps aren’t looking at this, you’re leaving money on the table. Work closely with them to make sure they’re using deal size scoring that reflects the true potential of each account and priotritze those accounts.
Criterion #5: Market Map alignment
Now, let’s talk Market Map—your secret weapon. We’re not just talking about individual accounts here; we’re talking about understanding the bigger picture. Market Map uses generative AI to analyze all the accounts in your CRM and gives you insights on their market positioning, growth potential, and how well they fit with your product.
Think of it like this: Market Map can show you which accounts resemble your best customers, helping you prioritize based on actual data. If you’re gunning for companies in the Data Analytics cluster, Market Map will zero in on the ones making waves in that space. Your reps aren’t just guessing—now they’ve got real-time intelligence backing up your score. With this kind of insight, they’ll know exactly where to focus their energy.
Wrapping it up: Prioritization for revenue growth
Here’s the deal: account scoring isn’t just some checkbox exercise. It’s about making sure your team is focusing on the accounts that are most likely to close—and close big. By refining your scoring criteria to include fit, engagement, intent, deal size, and market alignment, you can lead your team to focus on the accounts that truly matter.
Bottom line? In today’s game, where efficiency and revenue are everything, you can’t afford to wing it. With tools like Market Map and a rock-solid scoring model, you’ll be running a well-oiled machine. Keep your team laser-focused, data-driven, and watch your revenue soar.
