How Every Lead Is Scored
Ten criteria, a hundred points, and reasons for all of it
What It Is
After a lead is acquired and enriched, a qualification pass evaluates it before anything is sent. It reads the lead against three things you have already told Zyntro: the stream's targeting objective, the audience segments you selected, and the offerings you attached.
It returns a score out of 100, a score for each of ten criteria with written reasoning, a plain-language verdict, and a suggested angle for the conversation. All of it is kept on the lead and shown in the review drawer.
Why It Matters
A B2B data search matches on fields. It cannot tell the difference between a job title that looks right and a person who actually has the problem you solve. A Property Manager is not a Real Estate Broker, though both sit in real estate and both would be returned by the same search.
Without a qualification step those near-misses receive a first-touch email. That wastes the cost of the outreach, and worse, it sends a confident message about a problem the recipient does not have — which is the kind of email that damages a sending reputation and a brand at the same time.
The pass exists so that the money and the credibility are spent on people the message is actually true for.
How It Works
The ten criteria carry different weights, totalling 100. Role fit is weighted most heavily, because a stream's objective is usually built around a specific role, and getting that wrong invalidates everything else.
A lead's score is simply the sum of what it earned across the ten. Each criterion comes back with its own number, its maximum, and a sentence explaining the judgement — so a score is never just a number you have to take on trust.
The pass also returns three things beyond the score: a qualifying statement summarising the verdict in a sentence or two, a longer assessment explaining the lead's situation and how it was found, and a suggested communication angle — which for a poor-fit lead is often an explicit warning about what not to say.
Examples
A real lead: the founder and CEO of a capital placement firm, acquired by a stream targeting Canadian mortgage broker principals. Final score 33 out of 100.
She scored 11 of 12 on Decision Authority and 7 of 8 on Engagement Potential — she runs a seven-person firm, so she can certainly buy, and she has a verified email and a direct line. But she scored 1 of 15 on Role-Objective Alignment and 1 of 7 on Problem Acuity, because she does not originate mortgages and holds no book of clients facing renewal. The assessment explained how she was found at all: her firm's profile lists private mortgage lending as an asset class. Reachable and able to buy, but the campaign's entire premise does not apply to her.
The suggested angle on that same lead.
It did not propose a softer version of the pitch. It said not to send the mortgage renewal wedge at all, and that if she were ever approached under a different stream, the renewal narrative should be dropped entirely in favour of family office relationships and manager introduction cycles. The angle is advice about the conversation, not a rewritten subject line.
Info: Scores tend to be decisive rather than marginal. Across one established tenant, pushed leads averaged 92 and quarantined leads averaged 40 against a threshold of 80 — two clear groups, not a crowd of near-misses. If your quarantine is full of leads scoring just under the line, that usually points at the objective rather than the threshold.
Warning: The pass is charged on every lead, because it runs before the threshold decides anything. A quarantined lead has still cost you its acquisition and its qualification, even though no email was sent.
