The last four HubSpot projects we worked on here at Dig had these two points in common:
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The need to qualify leads.
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HubSpot's Lead Scoring was not configured.
These companies had already invested in CRM, Lead Scoring was there, ready to run... but the scoring field was always empty.
And the reason wasn't a lack of desire to qualify. It was a lack of a clear road map to make the tool work and, above all, a lack of leadership agreement.
The Cost of Having GPS Off
Having HubSpot and not setting up Lead Scoring is like buying the fastest car for delivery but not knowing where the accelerator is.
The pain is simple: you pay for intelligence, but you continue to operate on "guesswork". The cost of this misalignment falls directly into your lap as a leader:
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Sales Team Exhaustion: They spend time and energy on the lead who was just "curious", instead of focusing on the customer who has the invoice in hand.
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Marketing waste: The investment in traffic and content doesn't translate into predictable revenue because the system can't distinguish the "curious" from the "potential buyer".
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Lack of Trust: The team stops trusting the system ("Marketing leads are bad") and goes back to relying on instinct, which doesn't scale.
For the leader, this translates into stress. You feel like you're paying for a Ferrari to drive it at 40 km/h.
The Barrier Isn't the Tool, It's the Agreement
The reason the Lead Score field is reset to zero is not a HubSpot bug. It's because nobody sat down to create the rules.
HubSpot's Lead Scoring system (and the new scoring tools) are excellent at doing the math. But they can't make up the rules for your company.
It needs you and your leaders to answer the question: What, in practice, makes a lead valuable to us?
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Does he have the right job title (CEO, Founder)?
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Has he visited the pricing page in the last 72 hours?
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Has he downloaded our more technical material on implementation?
The difficulty is that this conversation requires Marketing and Sales to stop operating in silos and reach a formal agreement on the scoring of 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, execution is almost trivial. The new Lead Scoring features facilitate this formalization, focusing on:
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Profile Criteria (Fit): Scoring based on demographic data (job title, sector, company size). It is the criterion of who can buy.
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Behavior Criteria (Intention): Score based on actions (email opened, pages visited, interactions). This is the criterion for those who want to buy.
The tool automates the classification, and the score becomes the universal language of your company. No more "guesswork". The salesperson knows exactly which lead to prioritize because they have the highest score. Marketing knows which campaigns are bringing in the highest-scoring leads.
To go beyond the basic rule and ensure that your Lead Scoring works efficiently, check out our guide on Marketing Automation at HubSpot. If you already have the software, but qualification is still a painful mystery, your problem isn't one of technology, it's one of alignment and strategic technical execution. That's exactly where Dig RevOps comes in. We build the map for your GPS.
If you're a CEO or leader who's tired of paying for HubSpot and having a zero Lead Score, we can help turn that tool into a clear source of predictable revenue.
Find out how Dig RevOps aligns your strategy with CRM execution: Talk to Dig RevOps.
