Lead Scoring Design, validate, and maintain a model that ranks leads by likelihood to become revenue. The practitioner standard splits scoring into two separate axes: - Fit (can they buy): firmographic, demographic, technographic. - Engagement (are they about to buy): behavioral, in-product. This two-axis model appears under several names: Marketo's A-D x 1-4 grade-and-score grid, MadKudu's Customer Fit x Likelihood to Buy, and OpenView's product-qualified lead (PQL) in PLG. Scoring fails far more often from organizational neglect - no sales sign-off, no recalibration, MQL count treated as th…