Two scores, and most tools quietly blend them into one

You describe your company and what you sell, once. Each lead is judged against that description and segmented, with a suggested opening line written for that specific business.

Points, added as things happen, across every channel. No model, no training data, nothing to be surprised by — you can audit a lead’s score by reading its history and doing the arithmetic.

The shape of the table is its whole argument: a reply is worth fifteen times a send, because a reply is the only thing on the list the lead had to choose to do.

Three events subtract, and they are the ones most scoring models leave out because they make the numbers look worse.

• Unsubscribed, −50. The largest single movement in the table, in either direction. It should be: they have answered.
• Bounced, −10. Not a judgement on the lead, a judgement on the address. Keeping bounced contacts in rotation is how a sending reputation dies.
• No-show, −5. Small on purpose. People miss meetings for ordinary reasons; it is a nudge, not a verdict.

• Whether they have budget. Nothing in either score sees a balance sheet.
• Whether they already buy this from someone else. The single most common reason a well-fitting lead never converts, and it is invisible here.
• Whether the person who replied can decide anything.
• Whether now is the right time. A score has no sense of when.

Which is the honest summary of lead scoring generally: it is a good way to decide what order to work a list in, and a bad way to decide whether to work a lead at all.

Why is a booked meeting worth as much as an unsubscribe costs?

Because both are near-certain signals in opposite directions, and the symmetry is deliberate. A lead who unsubscribes has told you the answer; keeping them anywhere near the top of a list wastes the next message and risks a complaint.

Does sending more messages raise a lead’s score?

Barely, and that is on purpose. A send is worth 1 point; a reply is worth 15. If activity counted for much, the score would measure your effort rather than their interest, which is the classic way a scoring model becomes a mirror.

What does the AI fit score cost?

₹2.00 per lead, per run, charged when you score. The behaviour score costs nothing — it is arithmetic on events that already happened.