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Lead prioritization with trust signals

Most lead scoring models use fit only. Adding trust signals — whether your team has any real path into the company or buyer — changes which rows reps should work first.

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Fit alone is incomplete

Fit tells you a row could buy. Trust tells you you actually have a way to land a conversation. The combination outperforms either alone, especially in strategic and founder-led sales motions where reply rates from cold are punishingly low.

What counts as a trust signal

A teammate has met the buyer
A current customer is connected to the buyer
An advisor or investor overlaps with the company
A prior conversation exists in your account history
A partner has explicitly offered to make introductions

A simple combined score

A workable starting model: score fit 0–10 from your usual ICP attributes, score trust 0–10 from confirmed signals above, and weight them roughly equally. Work the top decile first. Iterate the weights from outcomes.

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See it on your own accounts

Upload a CSV or paste account context. No CRM connection required.

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