A fit score measures how closely a lead or account matches the characteristics of an ideal customer, using attributes such as industry, company size, location or role. It answers a different question from an intent score: fit describes whether the prospect is a suitable customer, while intent describes whether they are showing signs of active interest.

How fit scoring is used

Fit criteria can be used as a separate score or grade, or combined with behavioural data in a wider prioritization model. The criteria should reflect the current ideal customer profile and be updated when the underlying profile or firmographic data changes.

See also Intent Score and Lead Grading.