← All use cases
AI USE CASE
Lead scoring & next-best-action
Predict which leads will convert and tell reps exactly what to do next.
What it is
A model trained on historical CRM outcomes scores every inbound lead and recommends the next best action (call, email, demo, nurture).
Data you need
12+ months of CRM data with closed-won/lost outcomes.
Required systems
- crm
- marketing automation
Why it works
- Show the top 3 reasons behind every score
- Tie a quarterly bonus to working the top-scored leads first
How this goes wrong
- Reps ignore scores because they don't trust the model
- Score updates only weekly, too slow to act on
When NOT to do this
If you have fewer than 1000 historical leads with outcomes, the model will be noise.
Example vendors
This page describes an idea. It gives no budget or timeline: those depend on your company. The free diagnostic tells you which ideas fit your situation.