Figuring out who really wants to be your next customer is a tricky business, particularly for small startups working with a small defined market of potential customers (a small tam if you will.)

Thus, lead scoring remains key to identifying when it's time to start a sales call with someone who's ready to buy versus when it's time to give someone some space and let them continue to research your product.

Lead scores are weighted according to what your team determines is an important demographic or behavioral attribute. This is a sample imaginary lead score I created for an imaginary B2B Saas company.