# Lead routing & scoring - Handbook

## Lead routing

Generally speaking, companies already using PostHog and spending money will be routed to the product-led sales team. Leads where the customer is earlier in their lifecycle with us, e.g. using PostHog but not spending money, will go to the new business sales team.

> We frequently tweak these rules and experiment with different signals to see which work best. Generally you should be aiming for a 20% conversion rate from these types of leads.

They follow the [normal territory assignment rules](https://posthog.com/handbook/growth/sales/crm#how-we-do-lead-assignments) in Salesforce, and are routed either to Technical Account Executives or Technical Account Managers depending on the type.

**Product-led sales team**

1.  Customers with MRR between $500-1,667, employee count > 50, user count > 7, based in ICP country, and has been paying for at least 3 months
2.  Customers who have high ICP score and subscribe to the Scale plan
3.  Customers with MRR >$1K and >50% forecasted spend increase this month

**New business sales team**

1.  Completed the book a demo form (organic inbound, paid ads campaign, or outbound)
2.  [Onboarding specialist referral](/handbook/onboarding/sales-handover.md)
3.  First signup from a company with 500+ employees who have ingested at least 1 event and invited at least 1 person
4.  Customers who have used 50% or more of their startup credits and had a last invoice greater than $5000
5.  Customers set to roll off startup plan in the next ~100 days with last invoice between $2k–$5k
6.  Customers who are set to roll off the startup plan in the next two months and had a last invoice greater than $1500
7.  [AE named lists](https://posthog.slack.com/docs/TSS5W8YQZ/F0A9W1BVCKE)

*Ben experiments to find more winners:*

1.  Emailed sales@
2.  Requests for Trust Center access that require an NDA

**BDR team**

Campaigns are all [tracked in Lemlist](https://app.lemlist.com/teams/tea_kvdy3nLu9KEA4QPiD/campaigns-next) - these change week-to-week.

Manual (Lorena):

1.  Filled contact sales but then went silent, never talked to an AE
2.  Tried PostHog but did not convert - signed up but went inactive (`'Ignored'` in Vitally), never talked to an AE
3.  Engineers + Engineering Managers who follow us on LinkedIn but are not customers

Not started yet:

1.  Closed lost opportunities (new biz *and* renewals) 5+ months old where reason was 'unresponsive'
2.  Churned accounts that churned 5+ months ago
3.  Companies with recent fundraising activity - good opportunities, but very noisy

Automated (Abhischek):

1.  [Warmbound](https://app.clay.com/workspaces/268768/workbooks/wb_0t9mfmifwKAqEGkwFC8/tables/t_0ta1652W6yS8tnSyUQF/views/gv_0ta1652BJM69kS4G3P2) - $100-499 MRR at some point in the account's history
2.  [Job switchers](https://app.clay.com/workspaces/268768/workbooks/wb_0t97hmjqzXJdsutTGzw/tables/t_0t9bam77eQE4YsqmPSS/views/gv_0t9bam8gorPiig8kgZT)

Not started yet:

1.  High spenders in Stripe network with low usage that doesn't trigger an TAE/TAM

Anyone at PostHog can also manually flag an account as a high potential lead. This includes new or low spend accounts with strong net new potential or existing paying customers with credible expansion potential. To create a lead, go to the customer's Vitally record and add a Segment for `AM referral` (product-led sales) or `AE referral` (new business).

### Demo booking

Customers that want to book a demo and show strong ICP fit signals are automatically get shown a booking link for a demo with a TAE. Those <20 are for the TAE to manually review and schedule. [Default](https://www.default.com/) is our contact form submission routing system for managing this.

-   We have an AI qualifier step to classify submissions as sales/support/spam. If 'support' or 'spam', it'll skip round robin - 'support' will auto create Zendesk tickets, 'spam' are dropped.
-   Accounts also have to match 2/3 requirements for revenue, title, and/or industry to see the instant scheduler.
-   If an account has had a lead disqualified within the last month, we no longer show the scheduler.

## Lead scoring

We calculate lead scores in Salesforce to help us prioritize our inbound book of business. Put simply, the higher the score the higher value a potential contract with a customer **should** be. We use [Clearbit](https://clearbit.com/) to enhance our contact information as it is created and then compute a score out of 70 in [Salesforce](https://posthog.lightning.force.com/lightning/setup/ObjectManager/Lead/FieldsAndRelationships/00NVx000001lSDC/view) based on the following parameters:

-   *Employee count* - larger companies are more likely to have a bigger customer base and more usage data to capture. They are also more likely to need an Enterprise plan.
-   *Ability to pay* - indicates whether a company is likely to pay for a product like PostHog to solve their problems. This is computed from the estimated company revenue.
-   *Role* - from experience we sell best to people in an engineering, product or leadership role.
-   *Country* - from experience we know that certain countries have a higher inclination to pay for software so we weight those.

> Note that we also calculate an ICP score in Salesforce. This is more marketing aligned and designed to show us whether we are capturing [who we are building for](/handbook/who-we-build-for.md) as inbound leads.

| Metric | Value | Score |
| --- | --- | --- |
| Employee Count | 1-10 | 0 |
| 11-1000 | 10 |
| 1000+ | 20 |
| Ability to pay | Estimated Revenue $0m-$1m | 0 |
| Estimated Revenue $1m-$10m | 5 |
| Estimated Revenue $10m-$100m | 10 |
| Estimated Revenue $100m+ | 20 |
| Role | engineering | 10 |
| product | 10 |
| leadership/founder | 10 |
| marketing | 5 |
| other | 0 |
| Sub-role | data_science_engineer | 10 |
| project_engineer | 10 |
| software_engineer | 10 |
| web_engineer | 10 |
| founder/ceo | 10 |
| other | 0 |
| Country | Austria, Canada, France, Germany, Japan, Norway, Sweden, UK, USA | 10 |
| Australia, Belgium, Estonia, Finland, Georgia, Guernsey, Netherlands, New Zealand, Poland, Portugal, Singapore | 5 |
| Other | 0 |

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