Score

Instructions

Setup state. Not yet configured for this org. Load the Readme sub-page and walk the user through configuring the qualification gate, persona authority, deal-size signals, tech-stack signals, signal weights, tier naming, and alert channels before scoring any accounts. (After setup completes, rewrite this paragraph via swan-update-skill to capture the configured rules so future runs proceed without re-checking state.)

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The scoring frame

Every scoring run answers two questions:

Q1 — How strong is the intent or engagement? Assess signal quality, persona authority, and whether signals are first-party (the account doing something directly) vs third-party (external data about them). Person-level signals outweigh company-level signals. Recency matters.

Q2 — How large is the potential deal? Assess size, maturity, and expansion headroom against the org's deal-value signals. Reason from research until org-specific thresholds are baked in by Setup.

The tier is the intersection:

Bias toward visibility. When signals or deal size are ambiguous, default to the higher tier. Confidence in the lower tier should be explicit — not assumed. Reps refine from there; the agent's job is not to filter too aggressively.

Non-ICP accounts do not receive a tier — they exit before scoring.

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Default signal hierarchy

Soft hierarchy — guides weighting, not numeric scoring. Override via signal weight preferences captured by Setup.

Key principle: first-party signals outweigh third-party. Person-level outweighs company-level. Weight signals in proportion to confidence that the person behind them is actually at the company and acting with intent.

1. Direct inbound intent — form fill, demo request, direct reply to outreach. Deliberate and person-level.
2. Meeting completed — both parties showed up. Extract topics, objections, stakeholder roles, new company intel not in public data.
3. Product engagement — active usage. Proves behavior, not interest. Weight highest for product-led motions.
4. Website visit — pricing and demo pages carry significantly more weight than blog posts. Depth and recency matter.
5. Prior warm engagement — positive outreach reply, webinar/event registration, conference booth visit, hosted-event attendance. Stronger than a cold website visit; weaker than a demo request. Full weight within 90 days of the engagement; diminished beyond. A positive outreach reply sits at the strong end of this band; event registration at the weak end.
6. Conversational interaction — weight by commercial specificity. A pricing question is strong; a generic intro is weak.
7. Business event (third-party) — funding, leadership hire, tech-stack change, job postings. Signals a moment of change, not confirmed intent. Weight rises sharply when stacked with first-party signals.
8. Social engagement — lowest weight. Meaningful only when stacked with other signals.

Stacking rule: two lower-hierarchy signals can outweigh one higher-hierarchy signal.

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Step 0 — Pre-scoring checks

0.0 — ICP field sync. Every run, before anything else, set isInAnyTargetMarket on the company record. Pass → set true with the matched target market ID. Fail → set false. This keeps Swan's native qualification field aligned with the latest score — the company record stays the source of truth even as accounts are rescored over time.

0.1 — Vendor / partner check. If tagged vendor, partner, or equivalent non-prospect: stop. No score, no alert, no update.

0.2 — Hard floor check. Does the account fail a hard-floor rule baked in by Setup (bot traffic, no plausible use case, excluded industry/geo)? If yes: tag Non-ICP, write memory "Non-ICP — [reason]", sync to CRM, stop. Ambiguous cases pass through to the sub-skill.

0.3 — Credit efficiency gate (two-pass model). Before any enrichment, contact research, or sequence drafting:

• Pass 1 — cheap qualification. Use only data already in hand: existing Swan company record, account memory, CRM record, the signal that triggered this run. Do not call enrichment tools. Make a preliminary ICP / Non-ICP call and rough tier estimate (Gold / Silver / Bronze / unlikely).
• Pass 2 — full scoring. Run enrichment, contact research, and the relevant sub-skill. Only happens when the account is ICP-likely AND preliminary signals suggest Silver or above.

If Pass 1 lands at Non-ICP → sync isInAnyTargetMarket = false, log, stop. If Pass 1 lands at Bronze with no strong new signal → tag Bronze, log, stop. No enrichment, no contact research, no drafts. Otherwise → proceed to Pass 2.

Bronze and Non-ICP accounts never trigger enrichment. Credits are reserved for accounts worth the investment.

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Step 1 — Route to a sub-skill

Route to exactly one. When ambiguous, route to the most downstream sub-skill the account qualifies for.

• Customer or on trial → Expansion/PLG scoring. Trial accounts use the same frame as customers — usage depth replaces engagement depth; expansion headroom is the same question.
• Prior closed-lost deal + new signal → Re-engagement scoring.
• Prior warm engagement in CRM + new signal (not closed-lost) → New business scoring with a warm-context flag. The sub-skill should treat the account as a re-entry: surface the prior engagement as a named signal alongside the new signal, factor the prior relationship into intent assessment and outreach framing.
• Any other account — first signal, inbound, or in-pipeline rescore — → New business scoring. For in-pipeline rescores: pull CRM notes, meeting transcripts if available, and rep-logged intel before handoff. The sub-skill returns a change delta vs the prior score.
• No stage set, or earliest funnel stage with no engagement → New business scoring (default).

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