Lead scoring and intent detection

Requirements describe capabilities the pattern needs in your environment, not the vendors you must buy. Any system that fills a requirement satisfies it — that’s what makes the catalog portable across the long tail of SMB tooling.

1. lead_record_store

   REQUIREDREAD + WRITErequest

   Where lead records live. The pattern writes scores back to these records so they're visible to sales reps in their normal working surface.

   DATA SHAPE

   Lead records with identity, source, current status, history of stage changes, and a scoring field the pattern writes to.
   COMMONLY FILLED BY

   • CRM with lead records
   • marketing automation system with lead lifecycle
   • internal lead database
2. engagement_event_stream

   REQUIREDREADevent

   Stream of behavioral events: page visits, content downloads, email opens, product activity. The raw material the score is computed from.

   DATA SHAPE

   Per-event records with lead/visitor identifier, event type, timestamp, and event-specific properties. Volume can be high.
   COMMONLY FILLED BY

   • analytics platform with event tracking
   • marketing automation activity stream
   • product usage event log
   • combined event bus aggregating multiple sources
3. firmographic_data_source

   REQUIREDREADrequest

   Company-level attributes that determine fit: industry, size, geography, tech stack. Distinct from engagement; engagement is what they do, firmographics is what they are.

   DATA SHAPE

   Per-company records: industry codes, employee count, revenue band, geography, technologies in use.
   COMMONLY FILLED BY

   • data enrichment service appended to CRM records
   • imported firmographic data from a list provider
   • internal company profiles
4. score_destination

   REQUIREDWRITEevent

   Where the score becomes visible to sales reps. Inside their existing working surface, not a separate dashboard they have to remember to open.

   DATA SHAPE

   Per-lead score with subscores (fit, engagement, intent) and recent-change indicator. Updated whenever the underlying signals change materially.
   COMMONLY FILLED BY

   • field on the lead record in the CRM
   • lead queue sorted by score in the sales tool
   • Slack alerts for high-score changes
5. score_definition_inputs

   REQUIREDREADcorpus

   What 'good' means for this client. The pattern doesn't invent scoring criteria; it operationalizes ones the client provides.

   DATA SHAPE

   Ideal customer profile description, key engagement signals that matter (with weights or relative importance), examples of converted vs. unconverted leads from history.
   COMMONLY FILLED BY

   • ICP document maintained by marketing leadership
   • scoring configuration in a small admin UI
   • historical conversion data the pattern learns from
6. intent_signal_external

   OPTIONALREADbatch

   External buying-intent signals beyond what the client's own systems see. Optional but powerful.

   DATA SHAPE

   Per-account signals like research activity on third-party sites, hiring patterns suggesting expansion, technology adoption.
   IF MISSING

   Pattern still produces scores based on first-party signals. External intent typically adds about 15-20% lift in catching deals earlier; not transformative.
   COMMONLY FILLED BY

   • third-party intent data feed
   • manual addition of competitor or industry trigger lists
   • news monitoring system surfacing relevant company events