The B2B Outbound Playbook: From ICP to First Meeting
November 4, 2026
Know which leads to call first
A free lead scoring model template with example fit and engagement criteria, plus a live scorecard you can test right now.
64OUT OF 100
Fit 42/50
Engagement 22/50
A sample lead. Change the inputs below and the score moves.
Fit: who the lead is
Engagement: what they did
64TOTAL SCORE
Marketing-qualified (MQL)
What is inside the workbook
Five sheets, one job each. Every yellow cell is editable and every score recalculates for you. A Start Here sheet walks through the setup.
Who the lead is. Fit is capped at 50 points so it never drowns out buyer behavior. Replace these example values with your own ICP.
| Factor | Example value | Points |
|---|---|---|
| Job level | C-level / VP | 15 |
| Job level | Director | 12 |
| Job level | Manager | 8 |
| Company size | 201-1,000 employees | 10 |
| Company size | 51-200 employees | 8 |
| Industry | Target industry | 10 |
| Industry | Adjacent industry | 5 |
| Region | Target region | 5 |
| Email status | Verified business email | 5 |
| Tech or tool fit | Uses a tool you integrate with | 5 |
What the lead did. Each action has points and a cap, so ten email opens cannot outrank one demo request. Negative rows keep stale leads honest.
| Action | Points each | Max |
|---|---|---|
| Requested a demo | +20 | 20 |
| Started a free trial or signed up | +15 | 15 |
| Visited the pricing page | +5 | 10 |
| Replied to an email | +8 | 16 |
| Attended a webinar | +6 | 6 |
| Downloaded a template or guide | +4 | 8 |
| Clicked an email link | +2 | 6 |
| Opened an email | +1 | 3 |
| Unsubscribed | -20 | -20 |
| Hard email bounce | -10 | -10 |
| No activity for 30+ days | -10 | -10 |
The minimum total score for each stage, with a recommended next step so handoffs are never guesswork.
| Minimum score | Stage | Recommended action |
|---|---|---|
| 70 | Sales-ready (SQL) | Route to sales and follow up within 24 hours |
| 50 | Marketing-qualified (MQL) | Send to an SDR for a personalised sequence |
| 30 | Nurture | Keep in an email nurture track and re-score monthly |
| 0 | Low priority | Keep in the database and revisit later |
Add a lead, pick fit values from dropdowns, and enter action counts. Six sample leads show how scores behave, including how negative signals pull a lead down.
| Lead | Job level | Fit | Engagement | Total | Stage |
|---|---|---|---|---|---|
| Ava Patel | C-level / VP | 50 | 50 | 100 | Sales-ready (SQL) |
| Daniel Kim | Director | 43 | 50 | 93 | Sales-ready (SQL) |
| Marcus Lee | Director | 33 | 24 | 57 | Marketing-qualified (MQL) |
| Priya Nair | Individual contributor | 33 | 4 | 37 | Nurture |
| Sofia Rossi | Manager | 12 | -1 | 11 | Low priority |
| Tom Becker | Manager | 18 | -39 | 0 | Low priority |
Where each score sends the lead
Total score is fit plus engagement, from 0 to 100. These cut-offs are examples. Set yours just below the scores of leads that became customers.
0 to 29Low priority
Keep in the database. No sales time yet.
30 to 49Nurture
Email nurture track. Re-score monthly.
50 to 69Marketing-qualified
An SDR sends a personalised sequence.
70 to 100Sales-ready
Route to sales and follow up within 24 hours.
Find the leads that already fit
Fit criteria only help if you can reach the people who match them. ReachStream lets you filter contacts by job title, industry, company size and location, so your list starts with leads that already score well.
- Job levelFilter by job title
- Company sizeFilter by company size
- IndustryFilter by industry
- RegionFilter by location
- Email statusVerified business emails
Questions about the template
What is a lead scoring model?
A lead scoring model assigns points to each lead based on how well they fit your ideal customer profile and how much interest they show. The total score helps sales teams decide who to contact first.
What is the difference between fit and engagement scoring?
Fit scoring measures who the lead is, such as job level, company size and industry. Engagement scoring measures what the lead does, such as visiting your pricing page or replying to an email. Using both stops active but unqualified leads from outranking real buyers.
Can I change the points and criteria?
Yes. Every yellow cell on the Fit Rules, Engagement Rules and Thresholds sheets is editable. Change the points, rename the values or adjust the cut-offs, and the scores update automatically.
What score should make a lead sales-ready?
The template uses 70 out of 100 as an example, with 50 for marketing-qualified. Your own number should come from your data: check the scores of leads that became customers and set the cut-off just below them.
How often should I review the model?
Every quarter. Compare scores with closed-won and closed-lost deals, then adjust the points on any criteria that are not predicting conversion.
Put your best leads at the top of the queue
Excel format. Edit the yellow cells and your scores update.
Junaid Hussain Khan is a Senior Manager, Business Development at ReachStream. He leads strategic partnerships, uncovers new market opportunities, and helps drive ReachStream's growth and its position in the B2B ecosystem.
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