<b>CONFIRMED: Most automated lead scoring is quietly broken, and the vendors know it.</b>

<b>CONFIRMED: Most automated lead scoring is quietly broken, and the vendors know it.</b>

The issue isn't the engine — it's that scores accumulate forever without decay. A lead who opened five emails in 2022 still carries those points, polluting your 'hot' segment with corpses.

What insiders run: score decay rules that subtract points after 30-90 days of inactivity, so the model reflects intent now, not history. Most platforms support it; almost nobody configures it.

— Add a recency-weighted negative score
— Cap lifetime points so old behavior can't dominate

Watch this.