What is deal scoring?

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In this article, we discuss what deal scoring is and why it is useful for your sales process. We also show how these scores can be created and how they can trigger an automation.

In this article, we cover the following topics: 


What is deal scoring?

A deal score is assigned to an open deal and is based on events that can increase or decrease the value of a deal. Assigning scores is a way to determine which leads are worth contacting and which deals are less likely to succeed. Similar to contact scores, a numerical value is used. The higher the score, the better the deal.

Scores are compiled based on rules and automations. A rule is a specific condition that must be met to be assigned points. When a deal meets a rule, a predetermined number of points is assigned to the deal. All points assigned by different rules together form a score. For example, you can set a rule that assigns 10 points as soon as someone reaches the 'in contact' stage in your pipeline, and another rule that assigns 10 points based on the lead's income. If both conditions are met, the deal has 20 points.


Using deal scoring

Deal scoring helps you determine which deals have the highest value and which deals are less likely to be won. With deal scoring, you can:

  • Profile your leads while they are in the pipeline. Give your lead a deal score of 100 as soon as they enter the pipeline. Then, you can deduct points when they do not progress quickly through the various stages. For example, if you haven't heard from your lead in 14 days, you can deduct points for every two days of no progress. The fewer points your deal has, the smaller the chance of winning the deal. This allows your sales team to focus on deals with higher values.
  • Identify high-value leads in your pipeline by combining lead scores into a deal score. For example, you can create a deal score based on a contact's interaction with your messages and their residential area. This gives you a deal score that summarises all the information for that lead.
  • Find high-value leads based on actions. For instance, if you have an automation and you know there is a 75% chance of closing a deal when a lead enters this automation, you can create a deal score for each lead that enters that automation and send a notification to your sales team.


With a filter, you can search for deals based on the deal score. This way, you can immediately see the deals with the highest value.

To search based on deal score:

  1. Click on 'add a filter'
  2. Choose which score you want to see


  3. Choose which score you want to filter by. In the example, we choose a score greater than 100.

You can sort deals in a stage based on score. This way, you get an overview of all deals in ascending or descending order. To sort deals based on score, click on the gear icon in the top right corner of the stage and then on 'edit this phase'.

Under 'sort deal', select 'deal score', the name of the score, and whether you want an ascending or descending order.


Fixed scores

You can create fixed deal scores under 'manage scores' in the 'contacts' section. Fixed deal scores are scores that are assigned to a deal only once.

  1. Click on 'add new score' and then on 'deal score'.


  2. Click on 'add new rule', which will open the segment tool. Here you can set the conditions for assigning the score.


  3. When you are done, click on 'active' in the top right corner and then on 'save'.


Dynamic scores

Dynamic deal scores are created with automations set to run multiple times. This allows you to add or subtract points based on specific behaviours. Before building the automation, you must have set a deal score rule.

To create an automation for dynamic scores, click on 'automations' in the menu and then on 'new automation'. Choose 'start from scratch'.

A screen will appear where you can select the trigger for the automation. You can use any trigger to increase or decrease the deal score.

For example:

  • With the 'enter a pipeline' start trigger, you can change the deal score as soon as a lead enters a pipeline.
  • With the 'deal stage changes' start trigger, you can change the deal score as soon as a lead moves to a different stage in the pipeline.
  • With the 'reply to an email' start trigger, you can change the deal score as soon as a lead responds to your email.
  • With the 'event is recorded' trigger, you can change the deal score as soon as a lead completes a specific event.


In this example, we are creating a rule where 10 points are added to the deal score as soon as a lead responds to a personal email. A personal email is an email sent from the contact's profile, the deal overview, or from your linked Gmail account.

  1. Click on the 'reply to an email' start trigger and select '1:1 email'. 


  2. Next, choose 'multiple times' under 'runs' and click on 'add start'. The trigger is now set.
  3. Now click on the plus sign in the automation to add an action. In the CRM category, you will find the 'adjust score' action. When you click on it, a new screen will open. Here, specify whether you want to award or deduct points and by how much. Also, select the deal score you want to modify. Indicate when the deal score should expire, which deals can be affected by this change, and to which pipeline it applies.


  4. Then click on 'save'.


Starting Automations with Deal Scores

With deal scores, you can also start an automation when a lead reaches a certain deal score. You can use this option to send a notification to your team, letting them know that they need to contact the lead.

  1. Click on 'new automation', then on 'start from scratch', and then on 'continue'.
  2. Select the start trigger 'score changes'. Then specify which score should trigger the automation and whether it should run once or multiple times.
  3. Click on 'add start'.


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