Check your readiness
Document ten prerequisites and identify the next questions to resolve before testing a model.
Use the readiness checklist →Home / Free lead-scoring toolkit
Free lead-scoring toolkit
Practical worksheets and tools. Free to use, with no email signup.
Your free lead-scoring starter toolkit
Use four worksheets to document readiness, build a simple prioritization baseline, evaluate software, and calculate campaign results. The workbook is editable and free to download.
Download the free Excel toolkitOpen the file in Excel or import it into Google Sheets. Edit the amber cells. The prioritization and experiment sheets contain clearly labeled fictional examples; replace them with your own inputs. Formulas update as you work.
Choose your next step
Evaluate software
Compare documented approaches, record types, plan requirements, and the evidence to request.
Read the software evaluation guide →Measure a pilot
Explore observed conversion differences and contribution using the calculator below.
Use the free calculator →What is inside the workbook?
| Worksheet | How to use it |
|---|---|
| Readiness | Record Yes, No, or Unknown for each prerequisite, then add evidence and a next action. |
| Prioritization | Enter a 0–2 rating for fit, engagement, and need. Adjust the weights and sort the total points. This is a rules-based baseline, not a trained predictive model. |
| Vendor evaluation | Record the vendor, required plan, evidence, gaps, and follow-up questions. No automatic winner or invented ratings. |
| Experiment | Enter group sizes, conversions, contribution per conversion, and intervention cost. Calculate rates and net incremental contribution. |
Campaign lift & contribution calculator
Compare an intervention group with a control group over the same outcome window. Default values are fictional examples. The calculation estimates differences; it does not test statistical significance or prove that the action caused the result.
How the calculation works
Each conversion rate is conversions divided by group size. The absolute difference is the intervention rate minus the control rate. Estimated incremental conversions equal that difference multiplied by intervention group size. Net incremental contribution equals estimated incremental conversions times contribution per conversion, minus intervention cost.
A zero control conversion rate makes relative lift undefined. A negative difference or contribution is a valid result. Random assignment, mature outcomes, and uncertainty still matter. Read the worked measurement guide.
Use the toolkit with your team
You may use and adapt these original worksheets for your own business or client work. Share this page so others can download the current version. Define your outcome and decision before changing the example weights or collecting additional data.
The spreadsheet does not train a model, connect to your CRM, or send data anywhere. Its job is to help you make the assumptions and evaluation plan explicit.
Continue reading
Predictive lead scoring
Plan the outcome, prepare CRM data, and decide which leads to prioritize.
Read: predictive lead scoringPredictive targeting vs. retargeting
Compare audience selection, data requirements, and when to combine the two.
Read: predictive targeting vs. retargetingMeasure targeting performance
Work through precision, lift, calibration, and an incremental-results example.
Read: measure targeting performance