<b>CONFIRMED: Most lead scores are wrong because they only ever go up.</b>

<b>CONFIRMED: Most lead scores are wrong because they only ever go up.</b>
Classic scoring adds points for every open, click, and page view — so a lead who engaged hard six months ago and went cold still looks hot to sales.

The fix is score decay: automatically subtracting points over time so the number reflects current intent, not historical noise.

What we're hearing: platforms that support time-based decay are still the minority, so the sharpest ops teams build the decay logic themselves with a scheduled deduction workflow.

Watch this.