Lead Scoring in Agentforce 360 – Prioritizing the Right Conversations

What is Lead Scoring in Agentforce 360?

Not all leads are created equal. Some are ready to buy today, others are just browsing. Lead Scoring in Agentforce 360 helps sales teams cut through the noise by assigning a score to each lead, based on their likelihood to convert.

Instead of chasing every inquiry equally, reps know exactly which conversations to prioritize — making their outreach smarter, faster, and more effective.

Why This Matters

• Efficiency: Focus energy on the leads most likely to convert.

• Consistency: Remove guesswork and bias from lead qualification.

• Revenue Impact: Higher-quality conversations lead to higher win rates.

• Scalability: Works seamlessly whether you have 50 leads a week or 5,000.

How It Works

1. Data Gathering: Looks at CRM fields (industry, company size, budget, role), activity history, and engagement patterns.

2. AI Modeling: Uses historical win/loss data and machine learning to identify what a "good lead" looks like.

3. Scoring: Assigns each lead a number (e.g., 0–100) or category (Hot, Warm, Cold).

4. Action Guidance: Integrates with Next Best Action or Agentforce 360 SDR Agent to recommend next steps.

How to Set Up Lead Scoring in Salesforce

Step 1: Go to Setup > Einstein Lead Scoring and Enable the feature.

Step 2:Train the model (requires historic Lead data).
Step 3: Add the “Lead Score” field to Lead page layouts.
Step 4: Add the “Einstein Scoring” component to the relevant Lightning Record Page(s).
Step 5: Assign the “View Einstein Lead/Opportunity Score” permission set to users.

Once complete, your team will see predictive scores directly on Leads, helping them prioritize outreach instantly.

Lead Scoring in Account Engagement (Pardot)

When marketing is the first touchpoint, Account Engagement ensures that leads are nurtured and scored before they ever reach sales. Here’s how scoring works:

• Score:
  A numerical value assigned to a prospect every time they take an action — opening an email, clicking a link, downloading a whitepaper, or attending a webinar. The more engaged they are, the higher their score.

• Scoring System:
  Account Engagement comes with a default scoring model, but it’s fully customizable. For example, you may want to assign more weight to webinar attendance than to email opens.

• Scoring Categories:
  Useful for companies selling multiple products or services. You can assign scores across categories (e.g., “Product A Interest” vs. “Product B Interest”) so sales knows exactly what a prospect cares about.

• Scoring Rules:
  Out-of-the-box values are already defined (for example, +1 for an email open, +3 for a link click, +10 for a form submission). You can adjust these rules to better reflect your business priorities.

Together, these features ensure that sales doesn’t just see a raw score — they see a story of engagement, broken down by actions and categories.

Best Practices for Teams

• Customize Your Scoring Model: Align scoring with your business goals (e.g., budget size, role seniority, engagement level).

• Regularly Recalibrate: Review model accuracy every quarter to reflect evolving market conditions.

• Integrate with Workflows: Combine scoring with automated assignments, so top leads are routed instantly.

• Educate the Team: Make sure reps know how to interpret and act on lead scores.

Why It Fits the Agentforce 360 Story

Agentforce 360 is all about smarter, more autonomous selling. Lead Scoring is a foundational layer: it ensures that agents, whether human or AI, are focusing their time on the right people.

In practical terms, it’s the difference between a sales team that reacts to every inquiry and one that strategically prioritizes the highest-value opportunities.

For businesses, this means shorter sales cycles, higher ROI on marketing spend, and less wasted effort across the funnel.