What are "Leads to Focus On" and the Lead Ratings?

You will find this list on your Home Dashboard and in a dedicated Leads to focus on report from the Reporting Dashboard. Click any contact to open their full profile and activity history.

Use Lead Rating to decide who to call, email, or message next—not just who is newest in your list.

Click below to learn more about:

• What Lead Rating Means
• How Lead Rating Is Calculated
• Who Appears in Leads to Focus On
• How to Use These Leads in Your Sales Process

Lead Rating is a numeric score shown on each contact tile and on the contact profile. A higher rating means the contact has shown stronger, more recent engagement—or that you have logged meaningful sales activity with them.

The rating is determined by:

• Type of activity — Some actions signal stronger purchase intent than others (for example, completing a gated form or attending a webinar weighs more than a single email click)
• Frequency — Repeated engagement adds up, within sensible limits so one noisy activity type cannot dominate the score
• Recency — Newer activity counts more than older activity; ratings fade over time if engagement stops

Hover over the Lead Rating on a contact tile for a short reminder of what the number represents. Next to it you will also see Last Activity—the most recent meaningful engagement date for that contact.

TIP: Treat Lead Rating as a prioritization signal, not a lead level or CRM stage. It answers: Among my active contacts, who deserves attention today?

Lead Ratings are recalculated regularly from each contact’s tracked activity. The calculation works like this:

1. Collect eligible activities for the contact within each activity’s lookback window
2. Apply a point value for each activity based on its type
3. Reduce the value of older events so recent engagement matters more
4. Cap the contribution of each activity type so no single behavior overwhelms the score
5. Sum the results into the Lead Rating shown in the product

Activity Types That Influence the Score

Different activities contribute different amounts. High-intent and high-effort actions carry more weight. Negative events can lower a rating.

Examples of activities that typically raise Lead Rating:

• Qualified lead and form / gated content capture (strong intent signals)
• Webinar attendance and webinar registration
• Email clicks and content engagement on your Partner Page (unique items engaged with)
• Trivia / game play tied to your campaigns
• Lead acceptance, assignment, sharing, and level updates in opportunity management
• Logged sales activity such as conversations, meetings, quotes, materials shared, and notes
• Email contact you initiate from the platform

Examples of activities that typically lower Lead Rating:

• Unsubscribe
• Removed from list or lead deleted

Some events are tracked but contribute little or nothing to the rating by default (for example, email opens). Opens can still appear in activity history, but they are not treated as a strong intent signal for prioritization.

Recency and Decay

Activity does not keep its full value forever. As days pass, the contribution of each event gradually declines. Contacts who engaged last week generally outrank contacts whose only activity was months ago—even if the older activity was significant at the time.

Each activity type also has a lookback window (commonly about 60 to 180 days depending on the activity). Events older than that window no longer contribute to the rating.

This is intentional: Lead Rating emphasizes current interest so your follow-up list stays actionable.

Frequency Caps

Repeated activity of the same type adds to the score, but only up to a configured maximum for that type. That keeps the list fair—for example, many low-value events cannot permanently outrank a contact with fewer but stronger intent signals.

Profile Completeness

When two contacts have very similar activity-based scores, richer profile information (name, company, enrichment) can help order them. The Lead Rating number you see reflects activity; profile completeness is used as a tie-breaker when ranking contacts.

Leads to Focus On is not your entire contact database. It is a short, prioritized working set built from contacts who meet all of the following:

• The contact is active
• They have a measurable Lead Rating from real activity (not profile data alone)
• Their Last Activity is within the last 6 months
• They are not filtered out as opted out of relevant outreach
• They rank in the top portion of your eligible contacts by Lead Rating (the highest-priority slice of your list)

On the Home Dashboard you see a preview of these contacts. Choose View all leads to open the full Leads to Focus On report, or All contacts to work in Opportunity Management.

If the section is empty, there has not been enough recent activity to recommend contacts yet. Import contacts, publish content, send emails, and encourage engagement on your Partner Page to start generating Lead Ratings.

TIP: Publishing gated “Build Your List” content, sending email campaigns, and hosting webinars are especially effective ways to create the high-intent activity that fills this list.

Start Your Day Here

On the Home Dashboard, review Leads to Focus On after you check your Sales Ready Leads summary. Work from the top of the list downward—those contacts have the strongest combination of recent and meaningful engagement.

Open the Contact Profile Before You Reach Out

Click a contact to see:

• Who they are and key contact fields
• Their Lead Rating and Last Activity
• The content and campaigns they have engaged with

Use that context in your outreach. A message that references the document they downloaded, the webinar they attended, or the email they clicked is far more effective than a generic follow-up.

Match Follow-Up to Intent

Higher ratings often come from stronger signals. As a practical guide:

• Form MQLs / gated content — Highest intent; follow up promptly with a relevant conversation
• Webinar attendance — Strong interest in a topic; continue the discussion while it is fresh
• Email clicks and Partner Page visits — Clear interest; nurture with related content or a light touch
• Logged conversations and meetings — Keep momentum; schedule the next step and record it

For more on how Partner Page activity and MQLs fit together, see Your Partner Page and Activity Reports.

Keep Ratings Useful

Lead Rating stays valuable when you keep marketing and sales activity flowing:

1. Publish regularly — Content and emails create the engagement that raises ratings
2. Log your outreach — Conversations, meetings, quotes, and notes count toward the score and keep Last Activity current
3. Follow up quickly — Ratings decay; yesterday’s hot lead cools if no one engages
4. Enrich and complete profiles — Better contact data helps you personalize outreach and improves ranking when scores are close
5. Respect opt-outs — Opted-out contacts are filtered from focus lists so you spend time on people you can still engage

A Simple Follow-Up Routine

1. Open Leads to Focus On on the Home Dashboard or from Reporting
2. Start with the highest Lead Rating contacts that have recent Last Activity
3. Open each profile and note what content or campaign drove their interest
4. Reach out the same day with a message tied to that activity
5. Log the conversation or next step so the contact’s activity—and rating—stay up to date

Used this way, Lead Rating turns scattered engagement into a clear daily call list—and Leads to Focus On keeps that list short enough to act on.

Related articles

• Your Home Dashboard
• Your Partner Page and Activity Reports