The four most recent HubSpot projects we’ve handled here at Dig RevOps all had two key things in common that summarize the biggest headache in lead qualification:
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The urgent need to qualify leads.
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The HubSpot Lead Scoring feature was completely unconfigured.
These companies had already invested in the CRM—the Lead Scoring was there, ready to go—but the scoring field was always empty.
The reason wasn't a lack of desire to qualify. It was a lack of a clear map to make the tool work, and most importantly, a lack of a leadership agreement.
Image: Breeze AI
The Cost of Having Your GPS Turned Off
Having HubSpot but failing to configure Lead Scoring is like buying the fastest delivery truck only to realize you don’t know where the accelerator is.
The pain is simple: you pay for intelligence, but you keep operating on guesswork. The cost of this misalignment lands squarely on your shoulders as a leader:
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Sales Team Burnout: They waste time and energy on the "curious" lead instead of focusing on the client with the invoice in hand.
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Marketing Waste: Investment in traffic and content doesn't translate into predictable revenue because the system can't distinguish the "browser" from the "potential buyer."
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Lack of Trust: The team stops trusting the system ("Marketing's leads are garbage") and reverts to instinct, which never scales.
For the leader, this means stress. You feel like you're paying for a Ferrari only to drive it at 25 mph.
The Barrier Isn't the Tool, It's the Agreement
The reason the Lead Score field is zeroed out is not a HubSpot bug. It’s because no one has sat down to create the rules.
HubSpot’s Lead Scoring system (and the new scoring tools) are excellent at doing the math. But they cannot invent your company's rules.
It requires you and your leaders to answer one question: What, practically, makes a lead valuable to us?
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Do they have the right job title (CEO, Founder)?
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Did they visit the pricing page in the last 72 hours?
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Did they download our most technical implementation guide?
The difficulty is that this conversation demands Marketing and Sales stop operating in silos and reach a formal agreement on the points assigned to each behavior. This is the leadership challenge that the Lead Scoring system exposes.
How HubSpot’s New Tools Simplify the "How-To"
The beauty of HubSpot is that once you have the rules, the execution is almost trivial. The new Lead Scoring functionalities facilitate this formalization by focusing on:
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Profile Criteria (Fit): Scoring based on demographics (job title, industry, company size). This is the criteria for who can buy.
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Behavioral Criteria (Intent): Scoring based on actions (email opened, pages visited, interactions). This is the criteria for who wants to buy.
The tool automates the classification, and the score becomes your company's universal language. No more guesswork. The salesperson knows exactly which lead to prioritize because they have the maximum score. Marketing knows which campaigns are bringing in the highest-scoring leads.
To move past the basic rules and ensure your Lead Scoring is truly efficient, check out our guide on HubSpot Marketing Automation Strategy. If you already own the software, but qualification is still a painful mystery, your problem isn't technology—it's strategic technical execution and alignment. That's exactly where Dig RevOps comes in. We build the map for your GPS.
If you are a CEO or leader tired of paying for HubSpot and seeing the Lead Score remain at zero, we can help you transform this tool into a clear source of predictable revenue.
Discover how Dig RevOps aligns your strategy with CRM execution: Talk to Dig RevOps.
