Not every lead is worth the same effort. A referral from a happy client with a $2,000 budget and a two-week deadline is fundamentally different from a cold Instagram DM asking "how much for a small sign?"
Lead scoring helps your team focus energy where it matters most — and it doesn't have to be complicated.
A Simple Scoring Framework
Atellier uses a 100-point BANT-based scoring system with five categories:
- Source (max 30 points) — Referral = 30, Phone call = 25, Instagram = 25, Website form = 20, Email = 15
- Project Type (max 25 points) — Business/commercial = 25, Wedding with date = 20, Home with urgency = 15
- Budget (max 20 points) — $1,500+ = 20, $800-$1,499 = 15, $500-$799 = 10, Under $500 = 5
- Timeline (max 15 points) — Within 2 weeks = 15, Within a month = 12, Within 3 months = 8
- Engagement (max 10 points) — Quick responses = 5, Detailed questions = 3, Provided artwork = 3
Score Tiers and Actions
- 🔴 HOT (80-100) — Immediate priority. Call within 15 minutes. This lead is ready to buy.
- 🟠 WARM (60-79) — Same-day follow-up. High potential, needs a conversation.
- 🟡 COOL (40-59) — Nurture sequence. Interested but not urgent. Send helpful content and check in weekly.
- ⚪ COLD (under 40) — Low priority. Add to long-term nurture. Don't ignore, but don't prioritize.
Lead scoring isn't about ignoring leads — it's about responding to the right leads at the right speed.
Every scoring rule in Atellier is fully customizable per organization. Adjust weights, add new criteria, and fine-tune as you learn what predicts conversion for your specific business.
marketing
lead-scoring
sales