Before marketing automation software exploded onto the marketing world over the past 10 years, scoring your leads (i.e., judging them wisely) was still crucial to successful selling, including selling to the leads that are the best fit. When first following up on leads years ago as a green inbound marketer, I followed-up on every incoming lead regardless of its background or fit, looking to close ANY business in order to gain that proverbial momentum. Some of the closed business was a great fit, some proved to not be such a great fit. Unfortunately, my valuable sales time was often spent on leads I could have avoided, if I had a method. Nowadays I score leads within 20 minutes or less of discovery, rather than multiple meetings.