Assign leads with predictive lead scoring

The CRM application allows businesses to automatically distribute leads and opportunities across sales teams and representatives. A common strategy is to prioritize assignments based on how likely a lead is to convert into a successful deal.

To support this, the system calculates a success probability for each lead using a feature called predictive lead scoring.

Predictive lead scoring

Predictive lead scoring is a data-driven model that evaluates open leads and opportunities using historical CRM data.

As your team processes deals through the pipeline, the system records outcomes such as wins and losses. This information is then used to estimate the likelihood of success for new leads and opportunities.

The more data your system gathers over time, the more accurate these predictions become.

This scoring method is based on a probabilistic approach known as the Naive Bayes model.

In simple terms:

• P(A|B) represents the chance of winning under specific conditions

• P(A) is the general success rate across all leads

• P(B|A) indicates how often certain conditions appear in successful deals

• P(B) reflects how frequently those conditions occur overall

These “conditions” may include factors such as:

• Assigned salesperson

• Lead source (e.g., website, campaign)

• Customer language

• Location or region

• Tags or classifications

You can customize which variables influence this calculation based on your business requirements.

Each opportunity displays its probability of success directly on the form, and this value updates automatically as the record moves through the pipeline.

As opportunities progress through different stages, their probability adjusts dynamically based on system insights.

Configuration

Predictive lead scoring is enabled by default. However, you can refine how it works by selecting which data points are used in the calculation.

To configure this:

• Go to CRM ‣ Configuration ‣ Settings

• Find the Predictive Lead Scoring section

• Click Update Probabilities

You can include or exclude variables such as:

• State

• Country

• Phone Quality

• Email Quality

• Source

• Language

• Tags

Note

The variables Stage and Team are always included in the calculation and cannot be removed.

You can also define a starting date for the historical data used in scoring. Once configured, click Update to apply your changes.

Change the probability manually

If needed, you can manually adjust the probability value for an opportunity.

Click on the probability field in the opportunity form and enter a new value.

Important

• Leads cannot be manually set to 100% probability

• Attempting to convert such leads will result in an error

When a value is edited manually:

• Automatic updates are temporarily overridden

• The system’s calculated probability remains visible

To restore automatic scoring, click the AI icon next to the probability field.

Assign leads based on probability

Leads and opportunities can be automatically assigned to teams or individuals using predefined rules based on probability scores.

This helps ensure that high-value opportunities are handled quickly and efficiently.

Configure rule-based assignment

To enable automated assignment:

• Navigate to CRM ‣ Configuration ‣ Settings

• Activate Rule-Based Assignment

Choose how assignments should run:

• Manually: triggered by a user

• Repeatedly: runs automatically at defined intervals

If using automatic mode, define how often assignments should run by setting a time interval.

Even in automatic mode, assignments can still be triggered manually using:

• The Update now option in settings

• The Assign Leads button in sales team settings

Once assigned, leads are automatically converted into opportunities.

Configure assignment rules

Assignment rules define how leads are distributed among teams and salespeople.

To set up rules:

• Go to CRM ‣ Configuration ‣ Sales Teams

• Select a sales team

• Under Assignment Rules, click Edit Domain

Add conditions based on relevant criteria.

To create a rule based on probability:

1. Select Probability as the field

2. Choose a comparison operator (e.g., ≥, ≤, >, <)

3. Enter the desired threshold value

4. Save the rule

Example

To assign leads with a probability of 20% or higher:

Probability >= 20

Assignment rules for team members

In addition to team-level rules, you can define assignment conditions for individual salespeople.

• Open the sales team configuration

• Go to the Members tab

• Select a salesperson

• Configure their Domain rules

This allows more precise lead distribution within a team.

Sales teams or users can also be excluded from automatic assignment by enabling the Skip auto assignment option.

Manual lead assignment

Leads can also be assigned manually at any time.

To do this:

• Open the sales team configuration page

• Click Assign Leads

This action assigns all unassigned leads that meet the defined criteria.

Using predictive lead scoring combined with rule-based assignment helps streamline lead distribution, improve response times, and increase overall conversion efficiency.