miércoles, 15 de abril de 20262 min read
Most B2B teams treat every lead the same: same sequence, same channel mix, same priority. The math says you're leaving 30-50% of pipeline on the floor.
A practical ICP scoring model fixes this in a week. Here's how we set ours up at Navigent, and how the same approach works for your team.
A workable ICP score is a weighted blend of:
You don't need all five to start. Three is enough.
Pull your last 100 closed-won deals into a spreadsheet. For each factor, score what % of closed deals match the criterion. That percentage becomes your weight.
Example: if 76% of your closed deals are at companies with 50-500 employees, give "company size in 50-500" a weight of 0.76. If only 22% used a specific competitor tool, technographic gets 0.22.
This sounds rough — it is — but it beats any "expert-built" model your sales leader will guess at. Real data, even messy, outperforms intuition every time.
Once you've got weights, every lead gets a 0-100 score. Then route:
Most teams discover that ~15% of their list scores 80+, and that 15% closes 60% of the pipeline.
Every signal has a half-life. A funding event from 2024 isn't worth what it was last year. Build a 30-day decay into the engagement factor, 90-day decay into intent, and 365-day decay into firmographic.
Navigent's Lead Scoring module ships with these decay defaults built in.
Don't score once at import. Re-score every time:
Continuous scoring is what separates a useful model from a stale lookup table.
ICP scoring isn't a "nice to have" anymore — it's the difference between an outbound team that scales linearly and one that scales sub-linearly. Get the math right once, automate the routing, and your sequences self-prioritize.
Written by
Founder of Navigent
Building the AI-powered B2B revenue engine for sales teams that want pipeline without the SDR overhead. Writing about cold email deliverability, AI personalization, and what actually works for B2B outbound in 2026. Builds Navigent in the open from Copenhagen.
