How do I set up lead scoring?

Lead scoring assigns numerical values to leads based on their likelihood to buy. It prevents sales from wasting time on unqualified leads and ensures hot leads get immediate attention. Score on two dimensions: fit (demographic/firmographic match) and engagement (behavioral signals). Fit scoring: job title (+15 for VP/C-level, +5 for manager), company size (+10 for target range), industry (+10 for target vertical), budget authority (+20 if confirmed). Engagement scoring: visited pricing page (+15), downloaded whitepaper (+10), opened 3+ emails (+5), requested demo (+25), visited careers page (-10, probably job hunting). Set thresholds: 0-30 = nurture, 31-60 = marketing qualified, 61+ = sales qualified. Review and adjust scores monthly based on actual conversion data. Most CRMs (HubSpot, Salesforce) have built-in scoring — use it before building custom solutions.