What is Account Scoring?
A methodology for ranking target accounts based on their fit and likelihood to buy, used in ABM and enterprise sales.
Definition
Account scoring applies numerical values to companies (not individual leads) based on two dimensions: fit score (how closely the company matches your ideal customer profile) and engagement score (how actively the account is interacting with your brand or researching your category). Fit scoring uses firmographic data: industry, revenue, employee count, technology stack, and growth signals. Engagement scoring uses behavioral data: website visits, content downloads, ad interactions, intent signals, and sales touchpoints. The combined score helps sales and marketing teams prioritize which accounts to focus on.
Why It Matters
Enterprise sales teams can't work every account equally. Account scoring surfaces the accounts most likely to convert, reducing wasted effort on poor-fit companies. ABM programs use account scores to determine advertising spend allocation, sales outreach priority, and executive engagement. Companies with mature account scoring models report 30-50% improvement in sales productivity by focusing reps on high-scoring accounts.
Example
Your ICP is SaaS companies with 200-2,000 employees and $20M+ ARR. A company matching this profile gets a fit score of 85/100. 6sense detects they've been researching 'CRM migration' with 15 employees showing buying intent. Their engagement score jumps to 90/100. Combined score: 175/200. This account goes to the top of your sales team's priority list.