Glossary
Lead Scoring — plain English explanation
A number from 1-100 that tells you which leads are worth calling first.
What it is
Lead scoring is the process of assigning a numerical value to each lead based on how likely they are to become a paying client. Scores are calculated from multiple data points: how the lead found you (organic search suggests higher intent than a cold list), how quickly they responded to follow-up, what service they enquired about, whether they have been a client before, and how complete their contact information is. A lead who found you on Google, responded within 5 minutes, and is asking about your highest-value service scores very differently from a lead who was added manually with just a phone number and no follow-up response.
Why it matters for small businesses
For a business owner managing 20-50 leads at any given time, lead scoring solves a real problem: not all leads deserve the same amount of your time. Without scoring, most people either follow up with everyone equally (inefficient) or follow up based on gut feeling (inconsistent). With scoring, the top 20% of leads — the ones most likely to convert — get prioritised automatically. This alone can increase conversion rates by 15-25% without doing any extra work.
How Genju implements it
Genju calculates a lead score automatically for every contact added to the CRM. The score updates in real time as new events occur — a reply from the lead increases it, a week of silence decreases it. High-scoring leads are flagged in the pipeline with a visual indicator and can trigger priority automation sequences.
In practice
A physio clinic gets 30 enquiries in a week. Genju scores them all automatically. The 8 leads who enquired via the website contact form, replied to the auto-follow-up, and asked about a specific service score 75+. The clinic owner calls those 8 first — and converts 6 of them.
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