Score each lead against the customers you already have.
Most lead scores are a points table someone made up. This one compares every new lead with the 460 opportunities Northwind has won or lost in the last three years: who bought, who stayed, who grew, and how long it took. The fit score, the deal forecast and the route all come from that history, and every step shows its working.
Pick an example below. The first three are the interesting ones: a strong lookalike, a lead that looks good on paper but resembles customers who churned, and an enterprise deal that will take five months.
Route one lead
10 examples · 7 steps
Load an example or fill the form. Step 3 finds the past opportunities most like this lead; step 4 scores it on how those went. Routing uses the reps panel below, so marking a rep out of office changes the result.
Examples
Load an example or fill the form, then press Route.
What this deal will probably look like
From the 40 most similar past opportunities
Built from the won deals among the 40 past opportunities most similar to the lead in the simulator: how long each stage took, who got involved, what it was worth and where the ones that didn’t close went wrong. Change the lead and this changes with it.
Your ICP, from your own customers
3 segments × 8 industries
Who can take a lead right now
4 AEs · 4 SDRs · 4 pods
Four AEs and four SDRs in four pods. Flip someone out of office and route again: the rotation skips them. Capacity is the most open leads a rep should carry; a rep at capacity is skipped until they work some down.
Routing rules, written down
In the order they run
This is the whole rule set, in the order it runs. Each rule has the wording the owner signed off, the expression the system evaluates, the evidence it rests on, and when it last changed. If a rule isn’t on this list, routing doesn’t do it.
Lookalike similarity, written down
Similarity between a lead and a past opportunity is a weighted match on eight attributes. An attribute the lead doesn’t have is left out and the other weights are rescaled; nothing is guessed to fill it. Owner: RevOps. Last changed .
Open decisions for the owners
Route the last 30 days of leads
Old process against the new rules
Runs every inbound lead from the last 30 days through the same function as the simulator, with that period’s out-of-office calendar, then compares the result with what Northwind’s old process did to the same leads: a sales manager assigning by hand, plus a round-robin that still included a rep who had left.