Prospect Prioritization Matrix
Prioritize prospects using a data-driven matrix that scores fit, intent, and accessibility. Focus sales effort where it will generate the highest return.
Prospect Prioritization Matrix
With limited selling hours in a day, choosing who to contact first determines your results more than anything else. This matrix helps you rank prospects objectively so the highest-potential opportunities get attention first.
The Three-Axis Model
Score each prospect on three dimensions, then multiply the scores for a composite priority rank.
Axis 1: Fit (1-5) How closely does this prospect match your ICP?
| Score | Definition |
|---|---|
| 5 | Perfect match — right size, industry, tech stack, and budget |
| 4 | Strong match — misses on one minor criterion |
| 3 | Moderate match — fits core criteria but has gaps |
| 2 | Weak match — only partially aligns with ICP |
| 1 | Poor match — outside ICP on multiple dimensions |
Axis 2: Intent (1-5) How likely is this prospect actively seeking a solution?
| Score | Definition |
|---|---|
| 5 | Active buyer — requesting demos, engaging with pricing |
| 4 | High intent — researching solutions, consuming comparison content |
| 3 | Moderate intent — aware of the problem, exploring options |
| 2 | Low intent — knows the problem exists but not prioritizing |
| 1 | No intent — no signals of interest or awareness |
Axis 3: Accessibility (1-5) How easy is it to reach and engage this prospect?
| Score | Definition |
|---|---|
| 5 | Warm intro available, verified contact info, active on LinkedIn |
| 4 | Verified email and phone, engaged with your content |
| 3 | Verified email, no warm intro, some LinkedIn activity |
| 2 | Only company email available, limited online presence |
| 1 | No verified contact info, gated behind assistants |
Priority Tiers
Calculate: Fit x Intent x Accessibility = Priority Score
| Priority Score | Tier | Action |
|---|---|---|
| 75-125 | Tier 1 | Immediate multi-channel outreach today |
| 40-74 | Tier 2 | Outreach within the week |
| 15-39 | Tier 3 | Add to automated sequence |
| Below 15 | Tier 4 | Deprioritize or nurture only |
Weekly Prioritization Workflow
- Monday AM: Pull new prospects from Scrapine and CRM
- Monday AM: Score each prospect on the three axes
- Monday-Tuesday: Work Tier 1 prospects with personalized outreach
- Wednesday-Thursday: Move to Tier 2 prospects
- Friday: Launch Tier 3 into automated sequences and plan next week
Recalibration Triggers
Re-score prospects when new information surfaces:
- They engage with your content or reply to outreach (intent increases)
- Job change detected (fit or accessibility may change)
- Company raises funding or announces expansion (intent increases)
- Your champion leaves the company (accessibility decreases)
Scrapine automatically surfaces intent signals and enrichment data that feed directly into your prioritization scoring, keeping your matrix current without manual research.