AI Scoring uses AI to evaluate every lead and prospect in your TribeCRM pipeline and assign it a score from 0 to 100 — along with a priority category, a written explanation, and concrete next steps your team can act on immediately. By following this guide, you will understand what AI Scoring does, how to get the most out of it, and where to find your results.
Overview
AI Scoring analyses every lead and prospect in your pipeline using AI and scores it from 0 to 100. It pulls together everything linked to a relationship — the company profile, contacts, activities, sales opportunities, subscriptions, and invoices — and evaluates it against your Ideal Customer Profile (ICP) to produce a priority category and a plain-language assessment your sales team can act on straight away.
The score, category, and reasoning are written directly onto the record in TribeCRM each day, and a daily digest is delivered to your team summarising what changed overnight. This feature is ideal for sales teams managing a busy pipeline who want to focus their energy on the right relationships rather than figuring out which ones those are.
Which relationships get scored?
AI Scoring covers both leads (relationships with the Lead commercial relationship type) and prospects.
How It Works
Step 1. Enable AI Scoring
Navigate to Configuration → Insider Program and enable AI Scoring.
Once enabled, the following pop up will appear. Enter the email address you use for logging in to your TribeCRM account.
Step 2. AI Scoring runs automatically every day
Each day, AI Scoring picks up all leads and prospects that were modified in the previous 24 hours and scores them automatically. New scores will appear on your records each morning without any manual trigger.
Behind the Scenes
The system collects all available data for each lead or prospect: organisation details, contact persons, activity history (meetings, calls, emails, notes), sales opportunities, subscriptions, invoices, and your stored ICP profile.
It checks whether the relationship has been scored before, and if so, retrieves the previous score and category so the AI can compare against it.
All of this is passed to the AI, which evaluates the relationship across seven weighted dimensions and produces a score, a category, and a written assessment.
Step 3. The AI scores each relationship across seven dimensions
The AI evaluates every lead and prospect on a 0–100 scale across seven areas, each weighted by importance:
Pipeline Progression (20%): Deal stages, open opportunities, win/loss history, and how long deals have been sitting at each stage — including whether close dates are overdue.
Engagement & Activity (20%): Volume, diversity, and quality of interactions (meetings, calls, emails, notes) and how many different contacts are involved.
Recency & Momentum (15%): How recently the relationship was active. Activity in the last 7 days scores high; dormant for 90+ days scores low.
ICP Fit (15%): How well the company matches your Ideal Customer Profile — industry, size, and geography.
Financial Signals (10%): Deal values, close probability, and any existing subscriptions or invoices.
Source & Attribution (10%): How the relationship came in. Referrals score highest; unknown source scores lowest.
Data Quality (10%): How complete the profile is — contact coverage, organisation fields, activity history presence.
The combined score determines the overall priority category:
Hot — 75 to 100: Strong buying signals, active engagement, good fit. Pursue actively.
Warm — 50 to 74: Showing interest but not yet ready to close. Keep nurturing.
Cold — 25 to 49: Limited signals or partial fit. Monitor and re-engage when the time is right.
Dead — 0 to 24: Very low engagement or poor fit. Consider archiving or re-qualifying.
Step 4. A full assessment is written onto the record
Once scored, TribeCRM writes the full assessment directly onto the lead or prospect record. You'll see the overall score and category at a glance, plus a detailed breakdown showing the reasoning behind each dimension, the relationship's key strengths, main risks, and up to five concrete next steps tailored specifically to that relationship.
If the relationship has been scored before, the AI compares the new score to the previous one and notes whether it is improving, declining, or stable — giving managers an early warning before a relationship goes cold.
Step 5. Your team receives a daily scoring digest
After each scoring run, a digest is delivered to your team showing every lead and prospect scored that day — their score, category, and a one-line summary of what matters most for each one. You can click through directly to any record from the digest.
Why This Matters
Most sales teams either score relationships manually — slow, inconsistent, and usually not done — or rely entirely on gut feel. AI Scoring gives every lead and prospect a consistent, evidence-based rating every single day, so your team always knows where to start without having to think about it.
The written assessment also saves significant time. Instead of opening five different tabs to piece together the story of a relationship, a rep can read a 30-second summary and know exactly what the situation is and what to do next. And because the score updates over time, managers get an early warning when a lead or prospect is cooling off — before it's already lost.
FAQ
Which leads and prospects get scored each day?
Any lead or prospect that was modified in the previous 24 hours is included in the daily run. If a record hasn't been touched recently, it won't be re-scored until it is updated again.
The score date and time is captured on the scoring note that gets added each time a record is scored.
What if a module like Subscriptions or Invoices isn't enabled in our CRM?
AI Scoring handles this automatically. If a module is disabled, the AI redistributes that dimension's weight across the remaining active areas — so the score is still meaningful. A relationship is never penalised for missing data from a module that isn't turned on.
Can a score go down over time?
Yes. If a lead or prospect goes quiet — no new activities, no pipeline progress — its recency and momentum score will drop, pulling the overall score down. A relationship that was Hot three months ago but hasn't had any contact since is no longer Hot.
Where exactly is the score shown in TribeCRM?
The score, category, and full assessment are written directly to the lead or prospect record. You can also add the score as a column in your overview to sort and filter your entire pipeline by AI priority.
Can I adjust what the AI considers a good ICP fit?
Yes. The ICP criteria used by the scoring engine are configurable per organisation. Contact your TribeCRM administrator to update your ICP profile.
To Get the Best Results from AI Scoring
Keep your organisation profiles complete. AI Scoring reads company size, industry, website, address, and branch when evaluating ICP fit and data quality. The more complete the profile, the more the AI has to work with. Need help adding this data? Your AI coworkers are here to help!
Here's how you can activate Inbound Enrichment.Link contacts and log activities. Engagement and data quality together account for 30% of the score. A lead or prospect with multiple well-profiled contacts and recent logged activity will score significantly higher than one with nothing attached to it.
Create sales opportunities early. Pipeline Progression is the single heaviest dimension at 20%. Relationships with no opportunities after 30+ days will score low regardless of how good the company looks on paper.
Use TribeCRM automations to act on scores automatically. Once AI Scoring is running, you can set up automation rules in TribeCRM to trigger actions based on the score category — for example, automatically assigning Hot leads or prospects to a specific team or account manager, or creating a follow-up task whenever a relationship is scored Warm. This turns the score into an active part of your sales workflow rather than just a number on a record.