Pipedrive Lead Scoring: What It Is, How to Set It Up, and Why It Works
If you’ve been in sales for even a little while, you already know: managing leads well can make or break your month.
One week you’re swimming in opportunities — the next, you’re wondering where they all went.
That’s where Pipedrive comes in.
More than just a CRM, Pipedrive helps sales teams stay organized, track every interaction, and — most importantly — close more deals without burning out.
But here’s the thing:
Even with a great CRM, not all leads are created equal.
Some are hot and ready to buy.
Others? They’re just kicking tires.
Lead scoring is how you tell the difference.
It’s the missing link between “a busy pipeline” and “a profitable pipeline.”
And Pipedrive makes lead scoring surprisingly simple (and powerful) — once you know how to set it up right.
Let’s walk through it.
What Is Lead Scoring, really?
At its core, lead scoring is just a fancy way of saying:
“Let’s figure out which leads are worth our time — and which ones aren’t.”
You give each lead a score based on a few things:
- How much they engage with you (opening emails, visiting your site, asking for demos)
- Who they are (their job title, company size, location)
- What actions they’ve taken (like signing up for a free trial or downloading a guide)
Higher scores = hotter leads.
Lower scores = not ready yet (or maybe never).
Without lead scoring?
Your sales team is just guessing — wasting time on leads that might never buy, while real opportunities go cold.
A good lead scoring system means:
- Faster sales cycles
- Better conversations
- Higher close rates
Pretty much everything you want if you’re serious about sales.
Different Styles of Lead Scoring
There isn’t just one way to score leads. Most companies mix a few approaches, like:
1. Demographic Scoring
Are they the right kind of company?
Right industry? Right decision-maker? Right geography?
If yes, they get points.
2. Behavioral Scoring
What have they done?
Visited your pricing page? Opened three emails in a row?
That’s the behavior of someone who’s interested — more points for them.
3. Engagement Scoring
Are they interacting with your marketing or sales team?
Attending webinars, asking questions, replying to outreach?
Every touchpoint matters.
The best lead scoring systems combine who they are with what they do — giving you a full picture of how ready they are to buy.
How Lead Scoring Works Inside Pipedrive
The best part about Pipedrive?
You don’t need to cobble together spreadsheets or duct-tape five tools together.
Lead scoring is built right in.
Here’s the basic flow:
- Set up the rules for what earns points (email opens, site visits, demo requests, etc.)
- Assign points based on importance
- Let Pipedrive automatically update scores as leads interact
Example:
- A lead opens your email? +5 points.
- They click a link inside it? +7 points.
- They request a demo? Boom — +15 points.
Meanwhile, leads who stop engaging?
You can subtract points — keeping your pipeline clean and realistic.
Another bonus:
You can pull in activity from other tools like Mailchimp, Zapier, HubSpot — making your lead scoring even smarter.
And since it all updates in real time, your sales reps always know who’s heating up.
Setting Up Lead Scoring in Pipedrive (Without Losing Your Mind)
Here’s the playbook.
Take it one step at a time, and you’ll set yourself up for massive wins.
Step 1: Figure Out Who Your Best Customers Are
Before you score anything, you need to know:
What does a perfect customer even look like for you?
Grab a coffee, sit down with your team, and look back at your past deals:
- Which industries buy fastest?
- What company sizes close the biggest deals?
- Are you selling mostly to CEOs? Managers? Solo founders?
- Are there locations where your win rates are higher?
Once you know your “ideal customer profile” (ICP), you can build your lead scoring system around it.
Step 2: Decide What Gets Points
Now that you know what a good lead looks like, decide what behaviors and attributes earn points.
Here are some ideas:
Contact Behavior:
- Opened your email? Good sign — add points.
- Visited your pricing page? Even better — more points.
Past Deal Activity:
- Previously purchased? Bonus points.
- Booked a call but ghosted you last time? Maybe fewer points this time around.
Firmographics:
- Are they a decision-maker? In your target industry? Another few points right there.
Make sure you mix what they do and who they are to build a well-rounded score.
Step 3: Assign Actual Numbers
Not everything should be weighted equally.
Here’s a simple example:
- Opened email: +5 points
- Clicked email link: +7 points
- Visited pricing page: +10 points
- Requested a demo: +20 points
- Ghosted you for 30 days: -5 points
- Unsubscribed from emails: -10 points
Customize the values to match how important each action is to your sales process.
Pro tip:
Don’t “set it and forget it.”
Adjust point values over time based on real data — your best leads will show you what behaviors actually predict buying.
Step 4: Automate Everything (Seriously)
Manual lead scoring?
Hard pass. You’ll lose your mind trying to keep it updated.
With Pipedrive, automation is your best friend.
You can:
- Trigger points automatically for things like email opens or form submissions
- Sync with marketing tools to track everything in one place
- Let Pipedrive’s AI predict which leads are likely to convert soon
Result?
Your team always knows where to focus without spending hours on admin work.
Why Pipedrive Lead Scoring Actually Changes the Game
If you’re wondering whether all this setup is worth it, here’s the simple answer:
Yes. Absolutely.
Lead scoring isn’t just about being more organized — it transforms your whole sales motion.
Here’s how:
Prioritize the Right People
Instead of working 80 leads equally, your team will know which 20 are about to buy — and spend their best energy there.
Close Deals Faster
Hot leads don’t stay hot forever.
Lead scoring helps you strike while the iron’s sizzling.
Stop Wasting Time on Tire-Kickers
Unqualified leads can waste days, even weeks.
Lead scoring shines a light on who’s worth chasing — and who isn’t.
Get Sales and Marketing Aligned
When both teams agree on what a “good lead” looks like, everything clicks.
Marketing sends better leads. Sales closes them faster. Everybody wins.
Turn Lead Scoring Into More Sales Today
Here’s the truth:
If you’re serious about scaling your sales results, you cannot afford to treat all leads the same.
Lead scoring — especially with a smart CRM like Pipedrive — lets you work smarter, not harder.
It shortens your sales cycle.
It boosts your close rates.
It protects your team’s energy and time.
Is your first scoring model going to be perfect? Probably not.
That’s okay.
The goal is progress, not perfection.
Test it.
Tweak it.
Improve it.
Start simple — but start now.
Your future sales numbers will thank you.
