Marketing Engineering with AI · Coming soon
Your sales team ignores the lead score. Build one they will use.
For marketing operations and RevOps people on HubSpot whose reps have stopped looking at the score. In a free HubSpot developer test account, you build a fit-and-behaviour score with every point explained, check it against past leads that did and did not close, and build routing that gets each lead to an owner.
The course: Lead scoring and routing, built in a HubSpot sandbox
$25 $49 early-bird price
This course is being built now. Join the early-access list to reserve the early-bird price and shape what it covers.
Joining the list is free. You only pay if you buy at launch, at the $25 early-bird price.
If this sounds like your week
- A student who downloaded an ebook outscores a buyer who visited pricing and asked for a demo.
- Reps do not argue about the score. They quietly stop opening the column.
- Nobody can explain why the MQL threshold is the number it is.
- Ready leads sit unassigned overnight or land with the wrong rep.
What you do now, and where it stops working
Today the score adds points for opens, visits and form fills. It was set up once and never checked against what closed, so reps pick leads by gut. HubSpot replaced its old score property with a new scoring tool in August 2025, so many teams are rebuilding scoring now either way.
What changes after the course
- Each lead carries a fit score and a behaviour score, and a rep can see which criteria put it there.
- You can show sales how often high-scored past leads closed compared with low-scored ones.
- Every new lead reaches an owner and a queue by rule, with a fallback for out of hours and unassigned territory.
- A monthly review compares the score with what sales saw and adjusts the points.
How it works: Score, check, route, review
- 1Agree what a good lead is: write fit and behaviour criteria from deals that closed, with sales in the room.
- 2Build the score in the sandbox, with fit and behaviour kept separate so the reason for a score stays visible.
- 3Check the score against a labelled set of past leads before sales relies on it. If high scores do not close more often than middle scores, the model is noise and you fix it first.
- 4Route each lead to an owner and queue, with rules for round-robin, territory, out of hours and leads nobody claims.
- 5Review monthly: compare scores with sales outcomes and adjust when the two drift apart.
What you get
- HubSpot sandbox setup guide and sample data
- Scoring model worksheet with fit and behaviour criteria
- Routing workflow blueprint
- Labelled lead set and score-check template
- Video walkthrough of the build in HubSpot
This is for you if
- You run HubSpot, or have just been handed it, and sales complains about lead quality.
- You need to rebuild scoring after the 2025 HubSpot change and want a model you can defend.
- You want to try scoring and routing without touching your live CRM.
Skip it if
- Your team runs only Salesforce or another CRM. The method transfers; the HubSpot steps do not.
- You want predictive or machine-learning scoring. This course builds a rules-based score you can explain line by line.
- You want a veteran consultant’s playbook. The course is built in public as the project is built, decisions and mistakes included.
Before you join
- Our HubSpot data is a mess. Does that matter?
- Not for learning. You build in a clean test account with sample data, so you learn the model without fighting your records. The finished score also tells you which fields it depends on, which gives you a short cleanup list for your own CRM instead of a full audit.
- Sales and marketing cannot agree on what a good lead is.
- That disagreement is the first module. Criteria come from deals that closed rather than from opinions, and the check against past leads gives both teams the same evidence to argue from.
- Do I need a paid HubSpot plan to follow along?
- No. HubSpot developer test accounts are free and include a 90-day trial of many enterprise features, so nothing you build touches a live CRM. Running the score in your own portal needs a HubSpot plan that includes the new lead scoring tool; check your tier before you plan the rollout.
- Do I need to code?
- No. The score and the routing are built with HubSpot’s own scoring tool and workflows, and the score check uses a spreadsheet template.
- The course is not out yet. What am I signing up for?
- An early-access list. You get updates as the build progresses, and at launch you can buy at the $25 early-bird price instead of the $49 list price, or not buy at all.
Rather have it built for you? Describe the project and the same work can be done for your team.