---
title: "Lead routing & scoring"
source: PostHog Documentation
source_url: https://github.com/PostHog/posthog.com
licence: MIT
domain: data-and-analysis
subdomain: posthog-docs
date_added: 2026-04-25
---

## Lead routing

Generally speaking, companies already using PostHog and spending money will be routed to the product-led sales team. Leads where the customer is earlier in their lifecycle with us, e.g. using PostHog but not spending money, will go to the new business sales team. 

> We frequently tweak these rules and experiment with different signals to see which work best. Generally you should be aiming for a 20% conversion rate from these types of leads. 

They follow the [normal territory assignment rules](https://posthog.com/handbook/growth/sales/crm#how-we-do-lead-assignments) in Salesforce, and are routed either to Technical Account Executives or Technical Account Managers depending on the type.

**Product-led sales team**
1. Customers with MRR between $500-1,667, employee count > 50, user count > 7, based in ICP country, and has been paying for at least 3 months
2. Customers who have high ICP score and subscribe to the Scale plan
3. Customers with MRR >$1K and >50% forecasted spend increase this month
4. Unmanaged customers with >$20K ARR who raise a support ticket

**New business sales team**
1. Completed the book a demo form (organic inbound, paid ads campaign, or outbound)
2. [Onboarding specialist referral](/handbook/onboarding/sales-handover)
3. First signup from a company with 500+ employees who have ingested at least 1 event and invited at least 1 person 
4. Customers who have used 50% or more of their startup credits and had a last invoice greater than $5000
5. Customers set to roll off startup plan in the next ~100 days with last invoice between $2k–$5k
6. Customers who are set to roll off the startup plan in the next two months and had a last invoice greater than $1500
7. [AE named lists](https://posthog.slack.com/docs/TSS5W8YQZ/F0A9W1BVCKE) 

_Ben experiments to find more winners:_
1. Emailed sales@ 

**BDR team**

Campaigns are all [tracked in Lemlist](https://app.lemlist.com/teams/tea_kvdy3nLu9KEA4QPiD/campaigns-next) - these change week-to-week. 

Manual (Lorena):

1. Filled contact sales but then went silent, never talked to an AE
2. Tried PostHog but did not convert - signed up but went inactive, never paid, never talked to an AE (in PostHog Data Warehouse)
3. Engineers + Engineering Managers who follow us on LinkedIn but are not customers
4. Event attendees

Not started yet:
1. Closed lost opportunities (new biz _and_ renewals) 5+ months old where reason was 'unresponsive'
2. Churned accounts that churned 5+ months ago
3. Companies with recent fundraising activity - good opportunities, but very noisy

Automated (Abhischek):
1. [Warmbound](https://app.clay.com/workspaces/268768/workbooks/wb_0t9mfmifwKAqEGkwFC8/tables/t_0ta1652W6yS8tnSyUQF/views/gv_0ta1652BJM69kS4G3P2) - $100-499 MRR at some point in the account's history
2. [Job switchers](https://app.clay.com/workspaces/268768/workbooks/wb_0t97hmjqzXJdsutTGzw/tables/t_0t9bam77eQE4YsqmPSS/views/gv_0t9bam8gorPiig8kgZT)
3. High spenders in Stripe network with <$500 PostHog MRR that doesn't trigger an TAE/TAM lead
4. (Coming soon) Requests for Trust Center access that require an NDA

Anyone at PostHog can also manually flag an account as a high potential lead. This includes new or low spend accounts with strong net new potential or existing paying customers with credible expansion potential. To create a lead, go to the customer's Vitally record and add a Segment for `AM referral` (product-led sales) or `AE referral` (new business). 

### Demo booking

Customers that want to book a demo and show strong ICP fit signals are automatically get shown a booking link for a demo with a TAE. Those <20 are for the TAE to manually review and schedule. [Default](https://www.default.com/) is our contact form submission routing system for managing this. 

- We have an AI qualifier step to classify submissions as sales/support/spam. If 'support' or 'spam', it'll skip round robin - 'support' will auto create Zendesk tickets, 'spam' are dropped.
- Accounts also have to match 2/3 requirements for revenue, title, and/or industry to see the instant scheduler. 
- If an account has had a lead disqualified within the last month, we no longer show the scheduler.

## Lead scoring

We calculate lead scores in Salesforce to help us prioritize our inbound book of business.  Put simply, the higher the score the higher value a potential contract with a customer **should** be.
We use [Clearbit](https://clearbit.com/) to enhance our contact information as it is created and then compute a score out of 70 in [Salesforce](https://posthog.lightning.force.com/lightning/setup/ObjectManager/Lead/FieldsAndRelationships/00NVx000001lSDC/view) based on the following parameters:

- *Employee count* - larger companies are more likely to have a bigger customer base and more usage data to capture.  They are also more likely to need an Enterprise plan.
- *Ability to pay* - indicates whether a company is likely to pay for a product like PostHog to solve their problems.  This is computed from the estimated company revenue. 
- *Role* - from experience we sell best to people in an engineering, product or leadership role.
- *Country* - from experience we know that certain countries have a higher inclination to pay for software so we weight those.

> Note that we also calculate an ICP score in Salesforce.  This is more marketing aligned and designed to show us whether we are capturing [who we are building for](/handbook/who-we-build-for) as inbound leads.

| Metric         | Value                                                                                                          | Score |
|----------------|----------------------------------------------------------------------------------------------------------------|-------|
| Employee Count | 1-10                                                                                                           | 0     |
|                | 11-1000                                                                                                        | 10    |
|                | 1000+                                                                                                          | 20    |
| Ability to pay | Estimated Revenue $0m-$1m                                                                                      | 0     |
|                | Estimated Revenue $1m-$10m                                                                                     | 5     |
|                | Estimated Revenue $10m-$100m                                                                                   | 10    |
|                | Estimated Revenue $100m+                                                                                       | 20    |
| Role           | engineering                                                                                                    | 10    |
|                | product                                                                                                        | 10    |
|                | leadership/founder                                                                                             | 10    |
|                | marketing                                                                                                      | 5     |
|                | other                                                                                                          | 0     |
| Sub-role       | data_science_engineer                                                                                          | 10    |
|                | project_engineer                                                                                               | 10    |
|                | software_engineer                                                                                              | 10    |
|                | web_engineer                                                                                                   | 10    |
|                | founder/ceo                                                                                                    | 10    |                 
|                | other                                                                                                          | 0     |
| Country        | Austria, Canada, France, Germany, Japan, Norway, Sweden, UK, USA                                               | 10    |
|                | Australia, Belgium, Estonia, Finland, Georgia, Guernsey, Netherlands, New Zealand, Poland, Portugal, Singapore | 5     |
|                | Other                                                                                                          | 0     |
