Building the PQL Rubric and the CRM Handoff Brief
Objective: Build a weighted PQL scoring rubric across engagement, fit, and intent, apply it to route a batch of trial accounts into the lesson's three sales tiers, then write the CRM enrichment brief a rep needs before calling.
Same MapmyIndia trial pipeline, one sprint later. Sales has asked for a real scoring model instead of a manual weekly flag, and reps say they're calling PQLs blind, with no usage context in the CRM record.
Build a 100-point rubric across engagement, fit, and intent, score a batch of accounts against it, route each into nurture, SDR-touch, or AE-touch, then define the exact fields a rep needs to see before dialing.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, formula-driven scoring works fine for a rubric this size
Free tier covers a single shareable brief doc
Paid upgrades (optional, faster/deeper)
Google Sheets and Notion cover the full free path at this volume; move signal collection to Amplitude only once manual exports can't keep up with trial volume.
Worth adopting once trial volume outgrows a manually refreshed spreadsheet
The process
2 steps
Step 01 of 02
The lesson's rubric splits signals into engagement, fit, and intent buckets, assigns point values, and sets three routing thresholds: 0-40 nurture, 41-70 SDR-touch, 71-100 AE-touch.
Given engagement, fit, and intent signals for 6 accounts, how do you weight them into a single 100-point score without letting one loud signal (like a single high-usage day) dominate the total?
Procedure
- Assign engagement points: teammates invited (0-30), sustained API usage (0-20)
- Assign fit points: company size and industry match to ICP (0-25)
- Assign intent points: quota-limit proximity, pricing-page visits (0-25)
- Sum each account's score and map it to a routing tier
- Re-check the two highest-scoring accounts by hand to confirm no single signal is inflating the total alone
MapmyIndia PQL Rubric, Sprint 7 acct_0091: engagement 28, fit 20, intent 22 = 70 -- SDR-touch acct_0114: engagement 30, fit 25, intent 20 = 75 -- AE-touch acct_0138: engagement 22, fit 10, intent 8 = 40 -- nurture (fit score too low despite high engagement) ...3 more rows
Healthy
Scores spread across all three tiers, with at least one high-engagement account correctly routed to nurture because fit was weak.
Unhealthy
Every account with high API call volume auto-routes to AE-touch regardless of fit score.
What this means
A rubric that lets engagement alone override fit and intent isn't a rubric, it's a single-metric filter with extra steps.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| AEs are getting routed accounts with high usage but no budget authority | Re-weight fit points so a poor ICP match caps the total score below the AE-touch threshold | 30 min |
Step 02 of 02
The lesson's integration pattern feeds product events into a scoring engine that enriches CRM records with last active date, top features used, seat count, plan tier, and the calculated PQL score, so reps open with specifics instead of a cold script.
For the two accounts routed to AE-touch and SDR-touch in step 1, what exact five fields does a rep need visible on the CRM record before their first call?
Procedure
- List the five required fields: last active date, top feature used, seat count, plan tier, PQL score
- Pull the actual values for acct_0091 and acct_0114 from step 1's data
- Draft one specific opening line per account referencing real usage, not a generic script
- Hand the brief to the rep alongside the routed account list
CRM Enrichment Brief: acct_0114 (AE-touch, score 75) Last active: 2 days ago Top feature: geocoding endpoint (daily use, 14 days straight) Seats: 6 of 6 free-tier seats used Plan tier: Free API sandbox PQL score: 75 Opening line: 'I saw your team's been hitting the geocoding endpoint daily for two weeks and just filled your last free seat, wanted to walk through what the enterprise plan unlocks for that kind of volume.'
Healthy
Every routed account has a specific, usage-referencing opening line ready before the first call.
Unhealthy
Reps calling from a generic script because the CRM record only shows company name and signup date.
What this means
Specificity in the opener is only possible because the enrichment fields exist on the record before the call, not because the rep is naturally better at cold calls.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| PQL-to-opportunity conversion is flat despite a working scoring rubric | Check whether the CRM record actually surfaces the five enrichment fields, or just the PQL score alone | 30 min |
Final deliverable
A weighted 100-point PQL rubric applied to 6 accounts, plus a CRM enrichment brief with usage-specific opening lines for the two routed accounts.
See a reference example
Linear PQL Rubric + CRM Brief (excerpt) workspace_4471: engagement 27, fit 24, intent 21 = 72 -- AE-touch CRM brief: last active yesterday, 5 engineers active, issue throughput up 40% in 2 weeks, 0 enterprise features enabled Opening line: 'Saw your team's issue throughput jumped 40% this month, wanted to show you what the org plan adds once you're at this pace.'
Success criteria
You're done when you can:
- Rubric correctly weights engagement, fit, and intent so no single signal dominates routing
- CRM brief includes all five required fields and a usage-specific opening line per routed account