Fit Score
A fit score measures how well a lead matches your ideal customer profile based on firmographic and demographic attributes.
In depth
A fit score weighs declared attributes such as industry, company size, role, region, and budget against the profile of customers who succeed and stay. It answers whether a lead is the right kind of buyer regardless of how engaged they are right now, which makes it the backbone of qualification and territory routing. Because it is grounded in your ICP, a strong fit score also predicts retention and expansion, not just the first sale.
The common pitfall is letting the fit score drift from reality: ICPs evolve, so a model that is never recalibrated will keep prioritizing yesterday's best customer. In a quiz-funnel workflow, the fit score is the headline output of a scorecard; the respondent's answers produce a single number and tier that decide whether they are routed to sales, nurtured, or sent to self-serve, all visible on the result page the instant the quiz ends.
Example in practice
Frequently asked questions
What is the difference between a fit score and a lead score?
A fit score measures how well a lead matches your ICP, while a full lead score often blends fit with engagement behavior. Fit is the 'who', and behavioral signals add the 'how interested'.
Which attributes belong in a fit score?
Use firmographic and demographic data like industry, company size, role, region, and budget that defines your ideal customer. Avoid behavioral signals here, since those belong to engagement scoring.
How often should I update my fit score model?
Revisit it at least quarterly or whenever your ICP shifts, such as moving upmarket or entering a new vertical. A stale model keeps prioritizing customers who no longer reflect your best business.