A score nobody can explain is of no use to anybody

Points when the information is there: an email address, a phone, a mobile, a job title, a company, a website, a postal address, legal details, a professional profile, access to the client portal. Then points according to the value of the fields that matter: the source, the lifecycle stage, the status, the role.

• Ten completeness criteria, each with its points
• Points by source, stage, status and role
• Every rule can be switched on or off
• A sensible default scale, editable

Every interaction earns points: a form, a call, an appointment, a deal, a ticket, a campaign click, a conversation. With two safeguards that change everything — a cap per rule, so that someone who opens thirty emails does not outrank someone who booked a meeting, and a half-life, so that enthusiasm from eight months ago is no longer worth what yesterday's is.

• Points by channel and by event type
• A cap on the points per rule
• Adjustable half-life on engagement points
• System events do not count

A record with no interaction stays at zero, unless you ask otherwise. Creating a record is not a signal, and importing a thousand contacts does not manufacture a thousand hot prospects — yet that is what most scoring systems produce, and that is how people stop believing in them.

• Zero by default without interaction
• An option to score profile alone as well
• Record lifecycle and notifications excluded
• The score cannot be typed in by hand