Every new lead is scored and qualified automatically, so the sales team spends its time on the contacts most likely to buy.
Typical results
Under 5 min
Response time to hot prospects
100%
Of new leads scored automatically
300+
Leads scored every week
Figures reflect typical results for this kind of automation.
The challenge
Reps received hundreds of mixed-quality leads each week and had no fast way to tell which were worth a call. Strong prospects waited days while time was spent on poor fits.
Before and after
Wait before a hot prospect is contacted
−99%Weekly hours triaging leads by hand
−90%Sales time spent on high-fit leads
2.7×The automation
We built a Make flow that enriches each lead, applies an AI score based on company size, role and behavior, and writes the result back to the CRM. High scores trigger an instant alert and are routed to the right rep.
How it works
- 01
Lead lands in the CRM
Every new lead from any source enters the scoring flow automatically.
- 02
Enrichment
Company size, role and firmographic details are added to the raw contact.
- 03
AI scoring
An AI step scores each lead on fit and behavior, then writes the result back to the CRM.
- 04
Hot-lead alert
High scores trigger an instant alert and route the lead to the right rep.
- 05
Ranked pipeline
Reps open a scored queue each morning instead of a mixed pile of hundreds.
Starts from
- New lead
- Ad source
Delivers
- Route to rep
- Hot lead alert
The impact
Sales now focus on the top 20% of leads first, response time to hot prospects dropped to minutes, and the team reports a clearer, more confident pipeline.
Questions about this automation
What does the AI score each lead on?
The score combines fit and behavior. Fit comes from enriched details such as company size, industry and the contact's role. Behavior comes from signals like pages visited, demo requests or email engagement. The sales team agrees on the criteria and weights up front, and the score and its main reasons are written to the CRM record.
Can the sales team adjust the scoring rules later?
Yes. The criteria, weights and the threshold for a hot lead are kept as settings the team can review. After a few weeks of data, reps and managers usually compare scores against deals that actually closed and adjust the weights, so the ranking keeps getting closer to how the team sells.
What happens to leads that score low?
Low-scoring leads stay in the CRM with their score and are never discarded. They can go into a nurture sequence or wait in a lower-priority queue, and a rep can still open any record and change its status. If a lead's behavior changes, such as booking a demo, the score is recalculated and the lead can move up.