How do you set lead scoring thresholds?

By working backwards from closed-won records to find the behaviours and attributes that genuinely correlate with revenue, then reviewing the model as the data set grows.

How many nurture tracks do we need?

Fewer than most teams assume. Two or three well-segmented tracks that address real objections outperform a dozen thin ones.

Does this replace sales outreach?

No. It sequences and supports it — ensuring reps spend time on leads with intent and arrive with context.

Nurture and lead scoring

Automation that moves deals, not just emails.

Nurture programmes, lead scoring and lifecycle automation designed around buying behaviour — so sales gets the right lead at the right moment with the context to act.

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System readout

Lead scoringCALIBRATED

Nurture tracksRUNNING

Routing SLAENFORCED

Faster: Speed-to-lead enforced by SLA
Scored: Calibrated against closed-won data
Recycled: Not-ready leads returned to pipeline

The problem/ 001

What we usually find first.

Before anything is built, we look for the constraints already costing you performance.

ERR 01
Every enquiry treated identically regardless of intent
ERR 02
Nurture that stops after the second email
ERR 03
Lead scoring nobody in sales believes
ERR 04
Leads sitting unassigned for hours
ERR 05
Automation built once and never revisited
ERR 06
No way to recycle leads that weren't ready

Included/ 002

What marketing automation covers.

001Lifecycle AutomationStage progression, ownership and hand-off rules automated against agreed criteria.
002Lead Scoring ModelBehavioural and firmographic scoring calibrated against closed-won data, then reviewed as it drifts.
003Nurture ProgrammesSegmented, behaviour-triggered sequences built around the objections that stall each stage.
004Routing & SLAsAssignment logic, escalation and speed-to-lead alerting so fast follow-up is systemic.
005Recycling & Re-engagementProgrammes for leads that weren't ready, so pipeline isn't rebuilt from zero every quarter.
006Automation GovernanceNaming, documentation and review cadence so the automation estate stays understandable.