> ## Documentation Index
> Fetch the complete documentation index at: https://relevanceai.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Lead scoring

> Qualify and prioritize leads so reps spend their time on the accounts most likely to close.

Not every lead deserves the same effort. A scoring Agent evaluates incoming leads against your ICP and buying signals so reps focus on the accounts most likely to close — and disqualify the ones that won't.

## When this pays off

<CardGroup cols={2}>
  <Card title="High inbound volume" icon="inbox">
    Leads are arriving faster than reps can manually triage them.
  </Card>

  <Card title="Equal time on tire-kickers" icon="scale-unbalanced">
    Reps are spending the same hour on a Fortune 500 prospect as a free-trial signup with no fit.
  </Card>

  <Card title="MQLs losing momentum" icon="hourglass-half">
    Marketing-qualified leads are sitting unrouted while marketing complains the funnel is broken.
  </Card>

  <Card title="ICP exists on paper only" icon="file">
    You have an ICP doc but the team isn't applying it consistently across new leads.
  </Card>
</CardGroup>

## The shape of this use case

A scoring Agent takes a lead record and returns a qualification assessment.

<CardGroup cols={2}>
  <Card title="Inputs" icon="arrow-right-to-bracket">
    CRM lead record, form-fill data, intent signals, web activity.
  </Card>

  <Card title="Sources" icon="globe">
    CRM, marketing automation, ICP and qualification framework in Knowledge, web search for missing context.
  </Card>

  <Card title="Output" icon="file-lines">
    A score with a reasoning summary — not just a number — plus a recommended action.
  </Card>

  <Card title="Delivery" icon="paper-plane">
    Written back to the CRM as a field, posted to [Slack](/integrations/popular-integrations/slack) for hot leads, used to auto-route to the right rep.
  </Card>
</CardGroup>

## Where to start

Two ways in, depending on whether you want something running today or built to your exact spec.

<CardGroup cols={2}>
  <Card title="Clone a pre-built Agent" icon="copy">
    Open **[Lia, the LinkedIn Lead Researcher & Qualifier](https://marketplace.relevanceai.com/listing/ba230945-e61a-4fb0-8c47-7e240f18456d)**. More in the [Marketplace](/get-started/marketplace/introduction).
  </Card>

  <Card title="Build your own" icon="hammer">
    Start from scratch in the [builder](/build/introduction), or by describing it in Claude Code or Cursor with [MCP & Plugins](/get-started/core-concepts/mcp-plugins).
  </Card>
</CardGroup>

Either way, these are prompts your reps can use on day one:

* *"Score this lead — they came in from the pricing page yesterday. Is it worth a first call?"*
* *"Why did we lose Globex last quarter, and is this new account similar?"*
* *"Walk me through the top 10 new leads from this week and what to do with each."*

## Where to take it

Once it's running, deepen it in three moves:

<CardGroup cols={3}>
  <Card title="Give it a playbook" icon="book">
    Shape it with a [prompt](/build/agents/build-your-agent/prompt), your ICP in [Knowledge](/build/knowledge/create-knowledge), and [Bulk Schedule](/build/agents/give-your-agent-tasks/bulk-schedule) to backfill.
  </Card>

  <Card title="Automate it on signals" icon="bolt">
    Wrap it in a [workflow](/build/workforces/create-a-workforce) that fires on a [trigger](/build/agents/build-your-agent/triggers).
  </Card>

  <Card title="Let it improve" icon="arrows-rotate">
    Feed closed-won and closed-lost outcomes back into the Agent's [evals](/build/agents/build-your-agent/evals) so "qualified" tracks what closes.
  </Card>
</CardGroup>

## Common pitfalls

<AccordionGroup>
  <Accordion title="Scoring without enrichment first" icon="database">
    Thin CRM data produces unreliable scores. Enrich the record before you ask the Agent to judge it.
  </Accordion>

  <Accordion title="Treating the score as truth" icon="gauge-high">
    Reps stop using their own judgment if the number is treated as final. The score is an input — surface the reasoning so reps can override it.
  </Accordion>

  <Accordion title="Stale ICP definitions" icon="calendar-xmark">
    If the ICP in Knowledge hasn't been touched in 18 months, the Agent is judging against last year's reality. Review it quarterly against actual close-won data.
  </Accordion>

  <Accordion title="No feedback loop from outcomes" icon="arrows-rotate">
    Without won/lost deals flowing back into the scoring criteria, the model can't learn. Pipe deal outcomes back to the Agent's evals.
  </Accordion>
</AccordionGroup>