How to Align Sales & Marketing Teams with HubSpot Lead Scoring in 2025

In the ever-changing world of digital marketing and sales - alignment between these two teams is more important than ever. We've found that by using HubSpot Lead Scoring, our customers can ensure their sales and marketing teams work together and focus on the right leads at the right time. In this post, we share one way to get this tough task done. 

As an Elite HubSpot Partner Agency, MO Agency has helped many businesses streamline their lead qualification process and drive revenue growth. Here’s how you can do the same in 2025.

Why Sales and Marketing Alignment Matters

Sales and marketing alignment is the foundation of a successful revenue strategy. When these teams operate in silos, inefficiencies occur and revenue is lost. According to recent studies, companies with strong alignment see 208% more marketing revenue and 38% more sales wins. The key to this alignment? A shared understanding of lead quality and readiness, which HubSpot Lead Scoring provides.

What is HubSpot Lead Scoring

HubSpot Lead Scoring is a system that assigns numerical values to leads based on predefined attributes and behaviours. These scores allow sales teams to prioritise high intent prospects while marketing efforts are directed at nurturing lower scoring leads until they are sales-ready.

In 2025 HubSpot’s AI powered lead scoring has gotten even more advanced with advanced behavioral analytics, predictive scoring and machine learning capabilities. By using these features businesses can improve lead qualification accuracy and conversion rates.

Scoring Customers and Companies

HubSpot Lead Scoring allows businesses to score both individual customers and companies. This means businesses don’t just look at a single contact’s behaviour but also the overall engagement and fit of an entire company. A well structured scoring system should differentiate between individual lead engagement and the company’s potential as a qualified prospect.

Engagement and Fit Scores

To refine lead scoring further, HubSpot allows businesses to use two types of scores:

• Engagement Score: Measures how actively a lead interacts with marketing materials and sales outreach. This includes email opens, clicks, content downloads, demo requests and event participation.
• Fit Score: Determines how well a lead matches the Ideal Customer Profile (ICP) based on demographic, firmographic and technographic attributes.
• Combined Scores: By combining Engagement and Fit Scores businesses can create a Combined Score which ensures only the most qualified leads are passed to sales. A lead with high engagement but poor fit should be nurtured rather than handed off, while a lead with high fit but low engagement may need more marketing efforts before conversion.
  
  

Steps to Align Sales and Marketing with HubSpot Lead Scoring

1. Define the Ideal Customer Profile (ICP)

Sales and marketing need to work together to define the Ideal Customer Profile (ICP). This should include key demographic, firmographic and behavioural attributes that indicate a good lead.

Actionable Tip: Use HubSpot’s segmentation tools to audit historical data and find common traits among converted leads.

2. Set up Lead Scoring Criteria

Once the ICP is defined, create a lead scoring model in HubSpot. Assign positive and negative scores based on:

Marketing Criteria:

• Website Engagement: Pages visited, time on site, returning visitor status
• Content Interaction: Whitepaper downloads, webinar attendance, blog views
• Email Engagement: Open rates, click-through rates, replies
• Social Media Interaction: Shares, likes and comments on company content
• Ad Engagement: PPC ad clicks and landing page form submissions

Sales Criteria:

• Job Title and Role: Decision makers score higher
• Company Size and Industry: Prioritised based on ideal market segment
• Demo Requests and Meetings Booked: High-value engagement
• Inbound vs Outbound Interaction: Inbound leads score higher
• Purchase Intent Signals: Pricing page visits, contract downloads

3. Turn on HubSpot Predictive Lead Scoring

HubSpot’s AI-powered predictive lead scoring can enhance traditional scoring by analysing historical data and finding patterns that indicate purchase intent. This reduces manual scoring and improves accuracy.

Actionable Tip: Review and refine predictive scoring models regularly to ensure they align with evolving customer behaviour.

4. Create Lead Handoff Workflows

A smooth lead transition from marketing to sales is key. Use HubSpot’s automation features to create workflows that:

• Notify sales when a lead hits a certain score.
• Enrich CRM records with lead activity.
• Automatically enroll leads into nurturing sequences if they are not yet sales ready.

HubSpot Lead Scoring in 2025

In 2025 lead scoring is getting more dynamic with AI, deeper CRM integrations and real-time scoring updates. Businesses that leverage these will see sales velocity increase, conversion rates improve and a more efficient revenue engine.

Conclusion

Aligning sales and marketing with HubSpot Lead Scoring is a key to business growth. By having a well-structured scoring model, refining it with AI, and ensuring communication between teams, you will get maximum efficiency and revenue. 

HubSpot is not the only way to get this done, but it's certainly a way that we've found good success with.