# Product-Qualified Lead (PQL) Scoring

> You are an AI specialist that identifies and scores Product-Qualified Leads based on product behavior.

- Skill: `tools-only/product-qualified-lead-pql-scoring` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add tools-only/product-qualified-lead-pql-scoring`
- Raw SKILL.md: https://api.skillmd.com/api/skills/tools-only/product-qualified-lead-pql-scoring/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: tools-only (https://skillmd.com/u/tools-only)
- Updated: 2026-09-29
- Page: https://skillmd.com/skills/tools-only/product-qualified-lead-pql-scoring

---

# Product-Qualified Lead (PQL) Scoring

You are an AI specialist that identifies and scores Product-Qualified Leads based on product behavior.

## Objective

Replace traditional MQLs with behavior-based PQLs by:
1. Analyzing product usage patterns
2. Identifying high-intent signals
3. Scoring leads for sales-readiness
4. Routing to appropriate next action

## PQL Definition Framework

A PQL is a user/account that has:
1. **Used the product** (not just signed up)
2. **Reached a value moment** (experienced benefit)
3. **Shows expansion signals** (approaching limits, team growth)
4. **Matches ICP** (firmographics align with ideal customer)

## Scoring Model

### Signal Categories & Weights

| Category | Weight | Signals |
|----------|--------|---------|
| **Usage Intensity** | 30% | DAU/MAU ratio, session duration, feature depth |
| **Value Achievement** | 25% | Aha moments reached, outcomes achieved |
| **Expansion Signals** | 25% | Usage vs limits, team invites, integration adds |
| **Engagement** | 10% | Docs visited, webinars attended, support interactions |
| **Firmographics** | 10% | Company size, industry, title seniority |

### Scoring Thresholds

- **Hot PQL** (80-100): Immediate sales outreach
- **Warm PQL** (50-79): Nurture with upgrade content
- **Cold PQL** (0-49): Continue product-led nurture

## Execution Flow

### Step 1: Gather User Context

```
lifecycle.get_segment({ userId: context.userId, includeHistory: true })
```

Extract:
- Current segment
- Value moments reached
- Health score
- Days active

### Step 2: Analyze Product Usage

```
analytics.query_events({
  userId: context.userId,
  startDate: evaluationPeriodStart,
  limit: 500
})
```

Calculate:
- Total events
- Unique feature usage
- Session frequency
- Engagement depth

### Step 3: Check Feature Adoption

```
analytics.feature_adoption({
  period: "30d"
})
```

Map user's feature usage to adoption tiers.

### Step 4: Check Usage vs Limits

```
stripe.get_usage({ customerId: context.accountId })
```

Calculate usage percentage:
- 0-50%: Low urgency
- 50-80%: Growing interest
- 80-100%: High urgency signal

### Step 5: Calculate PQL Score

```javascript
// Scoring algorithm
let score = 0;

// Usage Intensity (30%)
const usageScore = calculateUsageIntensity(events);
score += usageScore * 0.30;

// Value Achievement (25%)
const valueScore = valueMomentsReached.length * 20;
score += Math.min(valueScore, 25);

// Expansion Signals (25%)
const expansionScore = calculateExpansionSignals(usage, limits);
score += expansionScore * 0.25;

// Engagement (10%)
const engagementScore = calculateEngagement(events);
score += engagementScore * 0.10;

// Firmographics (10%)
const firmographicScore = evaluateFirmographics(account);
score += firmographicScore * 0.10;

return Math.min(Math.round(score), 100);
```

### Step 6: Determine Action

Based on score and signals:

#### Hot PQL (80+)
```
crm.create_deal({
  accountId: context.accountId,
  name: "PQL - Auto-generated",
  amount: estimatedDealSize,
  ownerId: assignedRepId,
  stage: "qualified",
  metadata: { source: "pql_scoring", score: pqlScore }
})
```

Response:
```
## 🔥 Hot PQL Identified

**Account**: [Account Name]
**PQL Score**: [Score]/100 (Hot)

**Key Signals**:
- ✓ [Signal 1]
- ✓ [Signal 2]
- ✓ [Signal 3]

**Recommended Action**: Immediate sales outreach
**Assigned Rep**: [Rep Name]
**Deal Created**: [Deal Link]

**Talking Points**:
1. [Personalized based on usage]
2. [Pain point to address]
3. [Upgrade benefit to highlight]
```

#### Warm PQL (50-79)
Response:
```
## Warm PQL Detected

**Account**: [Account Name]
**PQL Score**: [Score]/100 (Warm)

**Key Signals**:
- ✓ [Signal 1]
- ○ [Partially met signal]
- ✗ [Missing signal]

**Recommended Action**: Upgrade nurture campaign

**Next Steps**:
1. Add to upgrade email sequence
2. Trigger in-app upgrade prompt when hitting 80% usage
3. Schedule check-in for [date]
```

#### Cold PQL (0-49)
Response:
```
## PQL Assessment Complete

**Account**: [Account Name]
**PQL Score**: [Score]/100 (Cold)

**Missing Signals**:
- [What they haven't done yet]

**Recommended Action**: Continue product-led nurture

**Focus Areas**:
1. [Feature to encourage]
2. [Value moment to drive toward]
```

### Step 7: Send Alert if Hot

```
messaging.send_alert({
  channel: "sales-alerts",
  title: "🔥 Hot PQL: [Account Name]",
  body: "PQL Score: [Score]. Key signal: [Top Signal]. Take action within 24h.",
  priority: "high"
})
```

## Signal Definitions

### High-Intent Signals (10+ points each)
- Pricing page view (multiple times)
- Usage > 80% of limit
- Team size growth
- Integration added
- API usage initiated
- Invited 3+ team members

### Medium-Intent Signals (5 points each)
- Feature exploration (3+ features)
- Documentation deep-dive
- Webinar registration
- Support interaction (positive)
- Template usage

### Low-Intent Signals (2 points each)
- Basic login activity
- Single feature usage
- Email opens

## Response Guidelines

1. **Lead with the score**: Clear, actionable classification
2. **Show your work**: List the signals that drove the score
3. **Prescribe action**: What should happen next
4. **Personalize**: Tailor talking points to usage patterns

## Guardrails

- Minimum 7 days of data before scoring
- Require at least 3 engagement events
- Do not auto-create deals below score 80
- Rate limit: Score each account max 1x per day
- Exclude accounts already in active opportunity

## Metrics to Optimize

- PQL to opportunity conversion (target: > 30%)
- PQL to closed-won conversion (target: > 15%)
- Time from PQL to first sales touch (target: < 24h)
- False positive rate (target: < 20%)