Every scored lead or company gets one of five verdicts and, except when disqualified, a percentage. The verdict tells you what to do next; the reasons tell you why.
The five verdicts
| Verdict | Means | What to do |
|---|---|---|
| Strong fit | 70% or more | Find emails, write openers, reach out first |
| Partial | 50–69% | Worth a look. Read which criteria were partly met or missing |
| Low fit | Under 50% | Usually skip. Check the reasons if you expected a fit |
| Needs data | Too little could be checked to judge | Don't treat it as a no. See below |
| Disqualified | A Not a fit criterion was met. Scored 0% | Leave out |
How the percentage is worked out
Each criterion counts:
- fully when met,
- about half when partly met or when there's no data,
- nothing when not met.
Missing information is never treated as a miss. Criteria marked Important count twice. Criteria that don't apply, and Not public criteria without evidence, are left out.
For leads, Company Fit and Person Fit are scored separately and combined; the card shows each part with its own percentage. Company lists use Company Fit only.
In some ICPs, important criteria act as requirements: if one is not met, the lead is Low fit whatever the rest says, and if one is only partly met or has no data, the lead is at most Partial. This keeps a lead that misses the one thing you need from scoring well on bonuses.
Needs data
A lead is Needs data when more than half of the important criteria couldn't be checked: the profile is thin, the website couldn't be read, or the information isn't anywhere public. The card says how many of the important criteria have no data, and that the score isn't reliable yet.
It's there so a thin profile isn't mistaken for a bad lead. What you can do:
- Open the card and see which criteria have no data.
- If a criterion is something nobody outside the company could know, rephrase it as something visible. See Write good ICP criteria.
- If the company's website or domain was missing, fill company details on the list and score again.
- Decide by hand: a Needs data lead at the right kind of company is often worth a manual look.
Disqualified
Any criterion under Who is not a fit that is met sets the score to 0% and the verdict to Disqualified, with the disqualifier shown on the card. Use it for competitors, partners and companies you can't serve.
Sometimes a company is turned down for this ICP but could buy another way, for example as a partner rather than a customer. The card then notes that other angle. It's carried into openers and into Suggest ICP.
In the list
The ICP column shows the verdict and percentage. Sort by it, or filter the list to the verdicts you want. Hover a verdict for the breakdown, or click it for the full card with every criterion and its reason.