Lead Scoring Is Half the Story

This one is for the RevOps leaders.

You already know lead scoring matters.
You may not have checked in on it for years ;)
And if you’re one of the teams that has it properly implemented and maintained—well done. You’re ahead of the curve.

But here’s the thing:
It’s not enough.

If you’re only scoring leads, you’re missing the bigger picture.

It's Time to Talk Account Engagement Scoring

Yes, lead scoring matters. But what about account scoring?

When your sales team goes after an account, they’re not converting a contact—they’re working a whole buying committee.
They’re influencing multiple stakeholders.
They’re reading intent across the entire org.

And yet, too many revenue engines are still set up to track and hand off single qualified leads—when what they really need are Marketing Qualified Accounts (MQAs).

Here’s What That Looks Like

A proper account engagement model captures:

• Page visits from anyone tied to the account
  
• Quality of those visits—what content, how long, how often
  
• Ad clicks across decision-makers and influencers
  
• Cumulative engagement that shows real buying intent
  
  

All of that data rolls up—into a single, cohesive account score.
So you’re not just reacting to one contact.
You’re tracking the whole picture.

That’s how you know when the account is truly warm.
That’s how you move from siloed activity to coordinated action.

Why This Matters Right Now

Buying behavior is fragmented.
The average B2B deal involves 6 to 10 stakeholders.
No one’s raising their hand alone.

Which means RevOps needs to shift the lens.
From only leads to leads AND accounts.
From isolated touchpoints to patterns across the org.

If you’re only measuring lead scores, you’re handing off fragments.
And fragmented insights = fractured pipeline.

Start With This:

1. Audit your current model. Are you tracking engagement across the full account or just contact by contact?
   
2. Define your MQA criteria. What behaviors signal meaningful account-level interest?
   
3. Align with sales. Make sure your SDRs and AEs know how to act on account-level signals—not just leads in isolation.
   
   

Lead scoring is the starting line.
Account engagement scoring is what gets you over the finish.

Marketing-qualified accounts create smarter handoffs, better pipeline focus, and tighter sales-marketing alignment.

So build the model.
Watch the signals.
Hand off when it matters.

Need help designing your account engagement model? Let’s chat. At Found&Chosen, we help revenue teams turn noise into strategy.