Why Lead Prioritization Matters
Not all leads are equal. Some will never buy. Some will buy eventually. Some are ready now.
Without a system, you'll either:
- Treat everyone the same (wasting time on low-potential leads)
- Go with your gut (inconsistent and biased)
- Work in FIFO order (first in, first out—regardless of fit)
A prioritization framework fixes this. It gives you a repeatable way to decide who gets your attention first.
The Two-Axis Framework
Simple prioritization comes down to two questions:
- Fit: How well do they match your ideal customer profile (ICP)?
- Intent: How engaged are they? What signals have they shown?
Plot these on a 2x2 matrix:
Lead Priority Matrix
| Low Intent | High Intent | |
|---|---|---|
| High Fit | Tier 2: Nurture | Tier 1: Hot — Work Now |
| Low Fit | Tier 4: Archive | Tier 3: Qualify Further |
Tier 1 (High Fit + High Intent): These are your best leads. Work them immediately.
Tier 2 (High Fit + Low Intent): Great potential, but not ready yet. Nurture with value.
Tier 3 (Low Fit + High Intent): Interested but may not be a good customer. Qualify carefully.
Tier 4 (Low Fit + Low Intent): Don't spend time here. Archive or disqualify.
Scoring Fit (ICP Match)
Fit is about how well they match your ideal customer. Score each criterion:
Fit Scoring Criteria
| Criterion | Strong Fit (+2) | Moderate (+1) | Weak (0) |
|---|---|---|---|
| Company Size | In your sweet spot | Adjacent range | Way off |
| Industry | Target industry | Related industry | Unrelated |
| Role/Title | Decision maker | Influencer | No buying power |
| Use Case | Core use case | Secondary use case | Edge case |
| Tech Stack | Uses complementary tools | Neutral | Uses competitor |
Score range: 0-10. High Fit = 7+, Low Fit = 3 or below.
Scoring Intent (Engagement Signals)
Intent is about what they've done. Not all actions are equal:
Intent Signals + Weights
| Signal | Weight | Why |
|---|---|---|
| Requested demo/pricing | +5 | Strongest buying signal |
| Replied to outreach | +4 | Engaged with your message |
| Visited pricing page | +3 | Evaluating cost |
| Downloaded resource | +2 | Interested in topic |
| Opened multiple emails | +2 | Paying attention |
| Visited website (multiple pages) | +1 | Exploring |
| LinkedIn connection accepted | +1 | Open to contact |
| No engagement | 0 | Cold |
Score range: 0-15+. High Intent = 5+, Low Intent = 2 or below.
Combining Fit + Intent
Add your Fit and Intent scores for a total priority score:
Priority Tiers
| Combined Score | Tier | Action |
|---|---|---|
| 12+ | Tier 1: Hot | Contact within 24 hours. Top priority. |
| 8-11 | Tier 2: Warm | Contact within 48 hours. Strong potential. |
| 4-7 | Tier 3: Nurture | Add to nurture sequence. Check back monthly. |
| 0-3 | Tier 4: Low Priority | Archive or disqualify. Don't spend active time. |
Weekly Prioritization Routine
Run this every week (takes 15-20 minutes):
Weekly Lead Review
Apply Fit + Intent scores to any new leads from the week.
Did anyone show new signals? Update their Intent score.
These are your priorities. Make sure they have next actions.
Archive or remove leads that don't deserve ongoing attention.
Allocate your outreach time to Tier 1 and 2 leads.
Spreadsheet Template
Here's a simple structure for tracking lead priority:
Lead Priority Tracker Columns
| Column | What to Track |
|---|---|
| Name | Contact name |
| Company | Company name |
| Fit Score | 0-10 based on ICP match |
| Intent Score | 0-15 based on engagement signals |
| Total Score | =Fit + Intent (formula) |
| Tier | 1/2/3/4 based on total score |
| Last Signal | Most recent engagement |
| Next Action | What to do next |
| Next Action Date | When to do it |
Sort by Tier, then by Total Score descending. Work top to bottom.
Action Triggers by Tier
Different tiers get different treatment:
Tier-Based Actions
| Tier | Outreach Approach | Cadence |
|---|---|---|
| Tier 1 | Personalized, multi-channel, phone calls | Contact every 2-3 days until response |
| Tier 2 | Personalized email + LinkedIn | Contact every 4-5 days, 5-7 touches |
| Tier 3 | Light personalization, email-focused | Monthly nurture, 3-4 touches |
| Tier 4 | None (or automated only) | Archive after initial cadence |
Upgrading and Downgrading Leads
Lead priority isn't static. Update scores when:
Upgrade triggers (+Intent):
- They reply to your email
- They visit your pricing page
- They request more information
- They accept a LinkedIn connection and engage
- Someone else at the company engages
Downgrade triggers (-Intent or -Fit):
- Explicit "not interested" response
- No engagement after 5+ touches
- You learn they don't fit ICP (wrong size, wrong use case)
- They churned from a competitor (may indicate bad fit)
Common Mistakes
Mistake 1: Over-complicating the scoring
Start simple. 5 fit criteria and 5-7 intent signals are plenty. You can always add more later.
Mistake 2: Scoring once and forgetting
Scores need regular updates. A lead that was Tier 3 last month might be Tier 1 today if they showed new intent.
Mistake 3: Ignoring Tier 2
High fit + low intent leads are future opportunities. Don't ignore them—nurture them with value until they're ready.
Mistake 4: Spending time on Tier 4
If someone is low fit AND low intent, stop reaching out. Your time is better spent on Tier 1 and 2.
How Tempo Prioritizes Your Leads
Tempo automates lead scoring and prioritization:
- Automatic scoring: Leads are scored based on fit criteria and engagement signals
- Real-time updates: Scores update automatically when signals change
- Prioritized queue: Your daily task list is ordered by lead priority
- Tier-based cadences: Different outreach sequences for different tiers
Let Tempo prioritize your leads
Automatic scoring and priority queues so you always work the right leads.
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