4 Lead Scoring Templates to Help You Score in Sales

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Let’s talk about lead scoring. If you’re here, you probably already know what that is. 

If not, lead scoring is giving a score to a person that you think may or may not be interested in your product, based on demographics, firmographics, and their behavior.

It’s a way for sales teams to quantify how likely a lead is to make it through the entire B2B sales pipeline.

Now, there are a lot of articles out there talking about how to score leads, and there’s a bunch of software out there that can help you score leads, but I’m here to do it for you. 

Free. 

With a – you guessed it – free Google Sheets template!

Anyway, let’s take a look at some of the spreadsheets on the market and why they may/may not work for you.

Lead scoring template requirements

There are a LOT of spreadsheets out there masquerading as Lead Scoring Templates when they don’t even calculate scores.

I would never do that to you. No. 

My recommendations will be based on a couple of things:

• How to use: How to use the template, how easy it was to get to the template (I know none of you like creating accounts just to get an Excel file that doesn’t do anything), and how easy it is to set up and scale.
• Number of criteria: The amount and type of data covered inside the template. Ideally, a mix of explicit (demographic and firmographic data) and implicit data (customer behavior).
• Automated score calculations: If it doesn’t have automated calculations of some sort, it’s out. It’s a spreadsheet – the LEAST you could do is have a =SUM function!
• Customizability: How much can this template be customized to suit your own needs and criteria. 
• Aesthetics: I find that looking at ugly spreadsheets makes my mood terrible so I’ll only be bringing you the prettiest lead score calculators 💅✨ Nah I’m kidding…. Or am I?! 👀

In the words of our CEO, “Let’s get to it!”

TL;DR lead scoring template summary

I know some of you got places to be, here’s a handy-dandy table for you to browse

Sapiengraph’s Ultimate Lead Scoring Template

If you’re new here, it’s us. We’re Sapiengraph. 

We build lead generation tools that make it easy for you to grow your business, like our series of free Google Sheet Templates.

Our main business is making a wide range of prospect data, employment data, and contact information available through our quick and easy-to-use interfaces. 

Key Features

• Easy lead addition: Fill in all your data in one single page, immediately see how well they score. and then add them to your lead history.
• Scoring sheet: Set it and then forget it. Once you’ve assigned values to each score, you can hide the sheet and forget about it. You don’t have to keep looking up what score each role or year is supposed to have.
• Data enrichment: Retrieve missing data with the click of a button. If you’ve installed Sapiengraph, you can use our data enrichment formulas to get firmographic and demographic data.
• Lead score history: Easily see all the leads that you’ve got in one single sheet, along with their scores. Understand how qualified each lead is with color coded bar charts.

How to use

You don’t even have to surrender your email, just open up our Ultimate Lead Scoring Template and make a copy. Make sure you copy the attached Apps Script File! It’s where the goodies are located.

Okay, I will admit that this will take a little bit of time to set up, but I promise you it’s worth it.

Step 1: Fill out ‘Scoring Sheet’. 

This sheet is meant for you to assign points to each attribute your lead has. 

The assigned scores are in the first column and range from 5 to 25. 

There’s a sample sheet for you to consult if you get confused. 

Under each header, fill in what criteria you’d like to rank for each score. 

For example, titles like CEO, Founder, Chairman, Managing Director, and Chief Product Officer are currently worth 25 points. 

Any lead that has one of these five job titles will immediately be assigned 25 points. 

You don’t have to fill up every cell – if you think only the job title of ‘CEO’ deserves 25, feel free to leave the remaining cells blank.

“But what if I don’t want to give something 25 points?”

Just leave that section blank! 

As you can see, in my sample, ‘Years at company’ starts at the row with the score ‘20’. 

The rows labeled 25 are empty. So if anyone has spent 11 to 20 years at a company, 20 will be added to their final score. If someone spent 5-10 years at a company, they get 15 points. Anything out of those ranges will receive 0 points!

For implicit data, you have to decide how much each criterion is worth. 

I put ‘TRUE’ in the section with the score ‘15’, so if a lead downloads some content, 15 is added to their final score.

Now you can start adding leads. 

Step 2: Add leads

Head on over to the ‘Add Lead’ tab.

Fill it out as many cells as you can and check all implicit data behaviors that apply 

Missing some firmographic data? Just click the ‘Enrich Profile’ button and it’ll retrieve your missing data automatically. 

But to get access to this feature, you’d have to sign up. Don’t worry, you get 100 credits absolutely free! 

Once you’ve done that, head on over to our browser extension and install that to get access to our custom Google Sheet formulas. 

Note: Remember to launch Sapiengraph through the extensions tab!

Once you’ve enabled and launched the Sapiengraph extension, you can start enriching data.

If this is your first time using the sheet, you'll see a little pop-up asking you if you'd like to allow the script. Click ‘allow’ and then hit ‘Enrich’ again. 

Our enrichment formulas require you to have someone's LinkedIn URL. If you're curious on how they work, by all means just head over to our blog, we also show you how to scrape data from LinkedIn. 

The ‘Add Lead’ page also has a cute little snapshot view of how well each lead scores.

If any of the data matches up with those in the scoring sheet, it will be reflected here immediately. 

Once you’ve filled out all your data, just hit ‘Import Lead’. 

This will transport all your information to the ‘Lead Data’ sheet where you can see the history of all your past leads and their scores.

Number of criteria

While we're not as extensive as Hubspot, we do offer you the option of recording 12 explicit data, 17 implicit data. 

The implicit data is also divided into 12 positive traits (you get points for each one that’s checked off!), and 5 negative traits (customer behaviors that indicated disinterest – points are deducted). 

Positive implicit data refers to customer behaviors that indicate interest, things like downloading your content or scheduling a call. Points are added for those behaviors. 

Meanwhile, negative implicit data are behaviors that indicate disinterest, like unsubscribing from your email, or asking you to remove them from your call list. These will result in points being deducted from the overall score.

Not only that, we can track down a person’s full name, phone number, email, in addition to firmographic data based on their LinkedIn profile URL. It’s definitely more comprehensive than some of the Lead Scoring Templates out there.

Automated score calculations

I won’t bore you with the technical details of how I created the formula to calculate scores and make bar charts. But I will tell you what is automated. 

The first is the maximum score attainable by your leads, at the top of the ‘Scoring Sheet’. It tallies up the highest score of each column, and it indicates if the sheet is broken (It won’t, but if it does, this will tell you). 

Even if you decide to reassign all the scores in the Scoring Sheet to multiples of 6 or 7 (instead of the multiples of 5 I’ve set it to), it will recalculate accordingly.

If it is not recalculating, that means you should undo something.

<insert gif>

The other automated calculation is the total score percentage in the ‘Lead Data’ sheet. 

If you update your leads with new information, their scoring will change accordingly. Anything outside of the values you determined in the ‘Scoring Sheet’ will be given a value of 0.

The scores are normalized to 100% and a color-coded bar chart will appear if there’s a score of more than 0%. 

You’re welcome. 🤝

The bar charts are set to turn green once the score is above 80% so you have an easy visual cue of who are the most qualified leads.

I recommend focusing your efforts on leads with green bars, and nurturing those with the yellow.

Customizability

There are a couple of things you can customize, and some that you can’t. 

Most of the customization is done in ‘Scoring Sheet’. 

I suggest not editing the columns for the demographic and firmographic data because those are powered by Sapiengraph’s custom Google Sheets formulas – if you edit them or swap them around, the ‘Enrich Profile’ button won’t work properly. 

That said, feel free to edit the headers for implicit data. If you decide that ‘Content Download’ is not applicable because you don’t have any content on your website for people to download, just change it to something else like ‘Quotation request’. 

You can proceed to assign a score as normal, it will update accordingly in the Lead Data sheet. 

Aesthetics

I’ll admit, this isn’t our prettiest template. That title goes to our Ideal Customer Profile Template with its gorgeous gradient dashboard. 

That said, our ‘Add Lead’ page gives you the opportunity to enrich profiles and add leads in one convenient place, along with a cute little snapshot of how well the lead scores. And our ‘Lead Data’ page gives you a nice place to store all the leads you’ve scored in the past for easy tracking.

Final Score: 4.5/5.0

With the ability to track 29 criteria across explicit and implicit data, plus the option to retrieve missing data using our custom Google Sheet’s formulas, the Ultimate Lead Scoring Template by Sapiengraph is a robust template that will help you save time and energy on qualifying leads, without the headache of calculating and looking up values. And instead of creating new sheets for every lead, you can import them to the ‘Lead Data’ page so you can see all of them at once. 

Hubspot’s Lead Scoring Worksheets

Anyone who’s anyone in sales and marketing knows about Hubspot, the giant of giants in the sales and marketing niche. Hubspot has their own lead scoring software, but they also provide a free Lead Scoring Worksheet. 

How to use

Offer up your email and receive a lead scoring worksheet! 

Hubspot skips the usual ‘File -> Make a copy’ by creating a copy for you. 

The setup is a bit more extensive than the other templates because Hubspot has two ‘Lead Scoring Framework’ sheets.

This one’s for explicit data. 

And this one’s for implicit data.

Once you fill out everything, you can head over to their lead scoring calculator and start assigning values to these criteria.

They will then normalize the score to 100% so it’s easier to read.

Number of criteria

There’s a lot of criteria. There are 21 explicit data criteria, 15 positive implicit data, and 7 negative implicit data, a total of 43 altogether!

That’s a lot for you to consider, but it does provide a very comprehensive overview of how well your lead fits your ICP and whether their behavior is likely to lead to a conversion! 

Automated score calculations

You still have to manually assign points to each criteria listed for every new lead you add. 

If someone’s a CEO, you still have to look up the score assigned to a CEO and then put that into the score for the ‘Job Title’. This will happen every time you add a new lead. It’s a bit tedious when you have so many data points!

When you’ve finished entering individual scores, the spreadsheet gives you a score, normalized to 100%, which makes it easier for you to gauge whether you want to move ahead with the lead. 

Customizability

You can easily change or add the criteria in the framework sheets. They update automatically in the calculator sheet – convenient! 

The sheets also come with a couple more extra cells where Hubspot invites you to add more criteria. If you exceed those, then you’ll have to start updating the calculator manually yourself.

Aesthetics

It’s a pretty sleek, modern design. Easy to read, easy to understand. 

I kind of wish they would put the total score calculation on the top and just freeze the cells. It would be easier to keep track of how the score changes as the criteria are updated.

Final Score: 4.5/5.0

They imply that you should create a new sheet to score each lead. 

For people who are consistently hitting 100-200 leads a month, it’s not a great solution. No one wants to be digging through dozens of sheets to find the details of that one guy. 

The fact you have to evaluate each criteria individually is also a little bit of a downer. 

That said, Hubspot has one of the more extensive lead scoring worksheets out there and you should give it a shot if you already have a framework for evaluating individual criteria!

Belkins.io’s Automated Lead Scoring Spreadsheet

Belkins is a B2B lead generation agency. They help businesses grow through services such as appointment setting, lead generation, and sales development. You can google their name + lead scoring template to get their free Google Sheet.

How to use

It was pretty easy to get – just submit your work email and personal details. 

No super complicated download system, you don’t have to create an account or click through a hundred pages.

Once you get it, make a copy of the Google Sheets template and head to the second tab. 

You can change the category values and their weight as you like. You don’t have to stick to a score from 1 to 100. Go crazy, make it 130 if you like. 

Once you’ve determined all the category values, head to the ‘Lead Scoring’ tab and then start entering information. 

The lead scores will be updated accordingly!

Number of criteria

There are five preset criteria and one customizable criterion in this spreadsheet. 

I’d say it leans more towards being an ideal customer profile template cause the only implicit data they include is whether the lead is inbound or outbound – no other data attributes like ‘website visits’. 

It’s not the most robust of lead scoring templates, but it’s a great starting point if you’re new to sales and lead qualification. 

Automated score calculations

The Belkin’s template uses a simple VLOOKUP and helper columns to look up the scores you entered in their weightage sheet, then sum those scores up. 

The maximum score is 60, so don’t worry if none of your leads get above 60. 

Customizability

I like how the columns in the scoring sheet are all dropdowns based on the ranges you entered in the weightage sheet. 

That means you just have to edit the ‘Fit categories’ sheet and the ‘Lead Scoring’ sheet will update automatically. 

The extra “Lead attribute N” for you to assign your own criteria is nice. You can fill this with other data like number of callbacks, chat started, or email opens.

Honestly, the formulas are pretty easy to replicate if you have some kind of spreadsheet experience, so you can add criteria and helper columns to keep things going.

Aesthetics

It’s pretty, but not as pretty as you. ;) 

The spreadsheet is color-coded according to criteria, which is neat. 

But I’m deducting points for the fact that they couldn’t be bothered to clean up the code here: 

Final Score: 3.5/5.0

It’s not the most robust of templates because it starts you off with only six criteria. But it is great for sales people who just need something to just get started. 

GoRizen’s Lead Scoring Template

GoRizen is a full-service growth agency for clients across various industries. They offer a wide range of services including website design, content creation, lead generation, sales funnel optimization, and more. They offer a free lead scoring Excel file. 

How to use

Give up your work and email and get yourself this handy-dandy lead scoring Excel template from GoRizen. 

GoRizen uses a weighted scoring system where you assign weightage to each criteria. E.G, if I weight ‘Buying Cycle’ at 15%, then whatever score I assign to the ‘Buying Cycle’ criteria of a lead will only take up 15% of the final score. 

Once you’ve assigned your weights, go over to their lead scoring sheet and start filling it out.

After assigning the scores, the sheet will automatically calculate the score by multiplying it by its weightage.

Number of criteria

Like Belkins, they only let you score six criteria, three of which are explicit data while the rest are implicit data. 

You can create another sheet to score the explicit data of each company if you’re so inclined, but I’m not inclined, so I didn’t. 

Automated score calculations

GoRizen does a weighted calculation where instead of just summing up the score you assign to each lead, they multiply it by how important it is in the grand scheme of things. 

For instance, if you give ‘Buying Cycle’ a weight of 5%, then it’s only going to make up a total of 5% of the final score – not a huge impact. 

What I find weird is that they tell you what grade you can assign to each lead score, but they could have easily just automated that with a IF function in the last column. Instead they just left it as is, so you have to individually assign grades to each of your leads.

Customizability

If you change the lead scoring criteria in the weighting sheet it will update automatically in the lead scoring sheet. 

Aside from that, there’s not much for you to customize here. No extra columns for you to edit. 

Aesthetics

GoRizen color-coded all the values in the lead scoring sheet! It’s cute, though I wonder why they didn’t color-code the lead scores as well.

Final Score: 3.0/5

Personally, I prefer templates that give you the option of listing out the criteria you’re looking for, but this is a good place to start if you want weighted criteria!

Smarter lead scoring with Sapiengraph

Sapiengraph’s Ultimate Lead Scoring Template automates everything from your score calculations to data enrichment. Let our template look up the scores and crunch those numbers for you!

👉 Sign up for Sapiengraph now and make lead scoring as easy as one, two, three.

FAQ

Rapid fire round! For people who stumbled across this article and aren’t quite sure what’s going on. 

1. What is lead scoring?

Lead scoring is the process of giving leads a number based on their explicit and implicit data. The higher the score, the more likely they are to convert. 

2. What is explicit and implicit data?

Explicit data refers to information about a lead’s company or the lead themself, usually demographics, roles, and firmographics. Implicit data refers to what the lead does, like downloading your content, browsing your website, or calling your helpline.

3. Why is lead scoring important?

Sales and marketing teams can easily see and agree on which leads to target.

4. What are the key benefits of using a lead scoring template?

Align your sales and marketing teams easily based on data – there’s less guesswork if you’re making data driven decisions. It saves time, money, and effort.

5. Are there many types of lead scoring templates?

The most basic ones will rank based on explicit data, things you can see right off the bat like demographics and firmographics. If you’re not targeting the food industry, you can assign a lower score to Burger King. You may also find some that only score based on implicit data. The best type is the one that combines both explicit and implicit data.

6. Is one lead score enough?

Yes. You can split the scores into explicit data scores and implicit data scores. 

Explicit data score will tell you how similar this company/lead is to your ideal customer profile. The implicit data score will then tell you how interested the lead is in your product. 

It’s possible for a company to have 100% in the explicit data score, meaning that they’re definitely the kind of organization who might want to buy your product, but also have a 0% in the implicit data score because they already have a similar product and aren’t looking for another. 

If you find a lead that fits your ICP based on explicit data but doesn’t seem interested based on their implicit data, try nurturing them with targeted ads and content. 

7. Can lead scoring work for B2B and B2C businesses alike?

It depends. Most B2C businesses have a wide audience and try to appeal to an extensive customer base. 

A fast food restaurant doesn’t have a real need to score their leads since humans need to eat, but a beauty store might want to give it a shot if they want to convince clients to sign up for a treatment package.