Score & complement your CRM with Clay

The worst sales teams rely on gut feelings. Top performers rely on clean data.

If your CRM is a mess, your sales are anyone's guess.

Ever wonder why some companies consistently crush their sales targets while others stumble? It's not just about having a stellar product or a motivated team—it's about leveraging clean, actionable data.

Without a clean CRM, your sales team is flying blind.

Great sales teams use accurate data to zero in on prospects most likely to convert.

Stop wasting time on dead-end leads. Start by cleaning up your CRM and scoring your prospects.
Spoiler: You will need Clay for this.

Here's how:

1️⃣ Audit your CRM data

• Identify duplicates and inconsistencies: Merge or eliminate duplicate records.

• Update incomplete information: Fill in missing fields to enrich your data.

• Remove outdated contacts: Purge contacts who are no longer relevant.

2️⃣ Define your ideal customer profile (ICP)

• Firmographics: Company size, industry, revenue.

• Technographics: Tools and technologies they use.

• Behavioral traits: Purchasing habits, engagement levels.

• Pain points: Problems your product or service solves.

• Decision-making process: Who are the key stakeholders?

3️⃣ Assign weights to each attribute

Not all attributes are created equal.

Example weights:

• Industry match: 30%

• Company size: 25%

• Revenue: 20%

• Tech stack: 15%

• Engagement history: 10%

4️⃣ Develop a lead scoring system

Assign points based on how well a prospect aligns with each attribute.

For example:

• Industry:

  • Exact match: 30 pts

  • Related: 20 pts

  • Unrelated: 0 pts

• Company size:

  • Perfect fit: 25 pts

  • Close: 15 pts

  • Mismatch: 0 pts

• Revenue:

  • Within target range: 20 pts

  • Slightly off: 10 pts

  • Outside range: 0 pts

5️⃣ Automate with Clay

Use Clay to automate data cleaning and lead scoring, so your sales team can focus on closing deals instead of wrangling data.

6️⃣ Classify prospects based on scores

• Tier 1 (high priority): Scores between 70-100. These are your golden opportunities.

• Tier 2 (medium priority): Scores between 40-69. Nurture these leads.

• Tier 3 (low priority): Scores below 40. Minimal focus required.

7️⃣ Adjust scores based on engagement

Increase points when prospects engage with your content or team. This dynamic scoring keeps your focus sharp.

8️⃣ Consider negative scoring

• Disqualify poor fits: Save time by filtering out leads that don't align.

  • Competitors: -50 pts

  • Too small/large: -20 pts

9️⃣ Tailor your outreach

• Tier 1:

  • Personal calls

  • Customized emails

  • LinkedIn messages

• Tier 2:

  • Automated email campaigns

  • LinkedIn outreach

• Tier 3:

  • General newsletters

  • Minimal follow-up

🔟 Example calculation

Prospect attributes:

• Industry: Exact match (30 pts)

• Company size: Perfect fit (25 pts)

• Revenue: Slightly below target (10 pts)

• Tech stack: Matches ICP (15 pts)

• Engagement: Subscribed to newsletter (5 pts)

Total score: 85 pts 👉 Tier 1 prospect!

By adopting a data-driven scoring system and cleaning up your CRM, you empower your sales team to focus on prospects who truly matter.

Your sales pipeline—and your bottom line—will thank you. 💰

Is your CRM holding you back?

We specialize in database clean-ups and lead scoring using Clay. Contact us today to transform your messy CRM into a sales powerhouse!