Template Hub Demand Gen MQL Scoring Model Builder
Demand Gen Google Sheets #29

MQL Scoring Model Builder

Build a lead scoring model that combines demographic fit, behavioral engagement, intent signals, and sales-readiness thresholds.

Download This Template

Instant access to your Google Drive

Free · No credit card
This field is for validation purposes and should be left unchanged.
No spam Instant access Unsubscribe anytime
What's Inside

Create a lead scoring model sales can trust

This spreadsheet helps marketing and revenue teams define how leads become MQLs. Use it to assign points to fit data, engagement behavior, intent signals, and negative indicators, then set a clear threshold for sales handoff.

Fit Score Criteria

Score company size, industry, geography, role, seniority, revenue, technology, and ICP match.

Behavior Score Criteria

Assign points to website visits, content downloads, webinar attendance, demo page views, ad clicks, and email engagement.

Threshold Planner

Set MQL, nurture, disqualify, and sales-ready thresholds so lead routing is not based on guesswork.

Model QA View

Review sample leads against the scoring rules before the model is rolled into HubSpot, Marketo, Salesforce, or another system.

What the template includes

The workbook separates lead scoring into the pieces teams can debate and refine: who the person is, what they did, how strong the signal is, and when sales should act.

01 Scoring Criteria
List demographic, firmographic, behavioral, and intent signals with point values and rationale.
02 Negative Scoring
Define deductions for students, competitors, low-fit geographies, personal emails, inactive leads, or irrelevant engagement.
03 MQL Thresholds
Choose the score ranges that qualify a lead for nurture, MQL status, SDR review, or direct sales follow-up.
04 Sample Lead Testing
Run example leads through the model to see whether the output matches sales expectations.
05 Routing Notes
Document what happens after a lead crosses the threshold, including owner assignment and SLA expectations.
06 Review Cadence
Set a schedule for revisiting score values based on conversion rates, sales feedback, and pipeline quality.

Who This Template Is For

Marketing operations teams, demand gen managers, RevOps teams, SDR leaders, and B2B SaaS teams designing or rebuilding lead scoring.

How To Use It

Define fit and behavior criteria with sales before assigning points. Test the model against real leads, adjust thresholds, and only then recreate the logic in your CRM or marketing automation platform.

Related in this category

SaaS CAC vs. ROAS Comparison Model Sheets Paid Media Budget Allocation Calculator Sheets LinkedIn Ads Campaign Brief Doc Google Ads Campaign Structure Template Sheets

More Demand Gen templates

Templates for paid media planning, funnel forecasting, ABM, campaign briefs, CAC models, and demand generation operations.

View All Templates →

Popular templates from other categories

Google Sheets CMO

Marketing OKR Framework & Scorecard

Set quarterly marketing OKRs, assign owners, and score progress across pipeline, awareness, lifecycle, product marketing, and team initiatives.

Get Template →
Google Doc Content

Content Marketing Strategy Template

Create a content strategy that ties audience, goals, themes, channels, formats, workflow, and measurement into one usable plan.

Get Template →
Google Doc Email Marketing

Email Marketing Campaign Brief

Plan a complete email campaign before copywriting starts, including audience, offer, message angle, sequence logic, timing, approvals, and success metrics.

Get Template →

79 templates. Zero cost.

Every marketing role. Every format. Built by the team that does this for a living.

Browse the Full Library →