Score Leads Automatically Based on Your ICP

Surface scores every inbound lead against your Ideal Customer Profile automatically. Define your ICP in plain English and every lead gets classified as Qualified, Disqualified, or Needs Review before it reaches sales.

The Problem

Leads come in and marketing sends them to sales. But no one knows which ones actually fit until a rep has already spent time researching, emailing, and getting on calls with leads that were never going to close.

Traditional lead scoring doesn't solve this well. Legacy systems are rigid, take weeks to configure, and go stale the moment your ICP shifts or your form fields change. Most scoring models end up as a static point system that nobody trusts and everyone ignores.

The result is that sales wastes hours on unqualified leads while qualified ones sit in the queue waiting for attention.

How Intelligent Lead Scoring Works in Surface

Surface takes a different approach. Instead of building complex point based rules, you describe your ideal customer in plain English.

Go to Ideal Customer Profile in Surface, create your ICP definitions, and write descriptions like "Series A+ companies" or "YC backed company with 10+ employees and $1M+ ARR." That's it.

Every lead that comes through your forms gets scored automatically against those definitions and classified into one of three categories:

When your ICP evolves or new enrichment data comes in, scores update dynamically. You don't need to rebuild scoring rules every time your target market shifts.

What Makes This Different From Traditional Lead Scoring

Most lead scoring tools make you assign point values to individual attributes. Job title equals 10 points, company size over 500 equals 15 points, visited pricing page equals 5 points. You end up with a spreadsheet of rules that someone has to maintain and recalibrate constantly.

Surface skips that entirely. You define what a good customer looks like in plain language and the scoring engine handles the rest. It uses enrichment data that Surface already captures (company size, industry, revenue, tech stack, seniority) to evaluate fit against your ICP definitions.

No point systems. No manual recalibration. No scoring models that go stale after a quarter.

Why This Matters

Sales stops guessing which leads to prioritize. Marketing can measure how many qualified leads their campaigns actually produce. And your pipeline gets cleaner because unqualified leads are filtered before they ever reach a rep.

The scoring runs on every lead automatically so there's no manual step between form submission and qualification. By the time a rep sees the lead, it already has a score and a classification attached.

Frequently Asked Questions

What is intelligent lead scoring? Intelligent lead scoring is the process of automatically evaluating inbound leads against your Ideal Customer Profile and classifying them as Qualified, Disqualified, or Needs Review. Unlike traditional point based scoring, it uses plain language ICP definitions instead of manual rule configuration.

How do I define my ICP in Surface? Go to the Ideal Customer Profile section in Surface and describe your ideal customer in plain text. For example, "Series A+ companies" or "YC backed company with 10+ employees and $1M+ ARR."

What data does Surface use to score leads? Surface uses enrichment data it already captures: company size, industry, estimated revenue, technology stack, job title, seniority level, and other data points appended during form fill.

Do scores update when my ICP changes? Yes. When you update your ICP definitions or new enrichment data comes in, scores recalculate dynamically. No manual recalibration needed.

How is this different from HubSpot or Salesforce lead scoring? Traditional CRM scoring requires you to build and maintain point based rules manually. Surface lets you define your ICP in plain English and scores leads automatically against those definitions. Scores update dynamically as your ICP evolves.