Lead scoring is an inexact science. We assign points to data values to determine if a person in our database matches in terms of their identity, company affiliation, and relative interest in us (engagement behavior). The idea is that lead scoring helps us determine who is a legitimate prospect and who isn't.

Demographic scoring plays a key role in that, as this scoring is how we match leads (using this term colloquially here) to ICP data points, and see how well they fit our ICP. This accounts for both who they are and the company they work for.

However, many organizations set up this methodology in Marketo in a way that doesn't do the best job of scoring. There's one common setup that leads to inflated scores, which can qualify someone as an ICP fit too soon.

First off, let's paint a picture of the scenario at play here.