Why does marking leads Won/Closed make Focused Score more accurate?
Marking a profile as Won/Closed is the single most important thing you can do to train your Focused Score. It shows the model exactly what a winning prospect looks like on your website, so it can find more visitors like them.
In short: Focused Score is supervised learning, and marking a lead Won/Closed is how you label the training data. Each time you mark one, the model looks back over that person's entire journey, from first visit to conversion, and recalibrates your Ideal Customer Profile against what actually closed. Without those labels it can only tell you who behaved unusually. With them, it can tell you who behaved like someone who bought. The Won/Closed tab appears in your dashboard the first time you mark a profile, and every one you mark after that makes the score sharper.
When you mark a visitor Won/Closed, you are setting the Success Factor for the machine-learning model. Instead of relying on a marketer to guess which actions deserve points, the model uses your actual closed deals as the gold standard.
Here is what happens when you mark a profile:
- It defines your Ideal Customer Profile (ICP). The system immediately looks back at the entire journey of that user, from their very first visit to their final conversion. It analyses thousands of data points from that one lead: their industry, company size, career history, professional connections, and the activity of other people from the same organisation on your site. It then uses that data to recalibrate your ICP.
- It replaces guesswork. The model identifies the behavioural patterns that actually led to a closed deal on your site, rather than the ones a static scoreboard assumes matter. There is nothing to configure and no point values to maintain.
- It powers dynamic scoring. Knowing what a Won/Closed deal looks like, the model continuously scores every other visitor on a scale of 1 to 10. As new visitors or Engaged Leads start matching the traits of your Won/Closed leads, their score rises in real time.
The Success Factor
In the default Bread & Butter configuration, the Won/Closed stage is your Success Factor. You can change which Lead Stage acts as the trigger if your process closes earlier or later, but whichever stage you choose, marking profiles at it is what makes the scoring predictive rather than descriptive.
Without those markers, the model does not know what it is looking for. With them, you create a continuous feedback loop that sharpens your Focused Tab and keeps your Nurture Action Queue filled with visitors who behave like the ones who bought.
The first one turns it on
The Won/Closed tab appears in your dashboard once you have marked at least one profile at that stage. Until then there is nothing for it to show. So the first profile you mark does two jobs: it switches the tab on, and it gives the model its first example of what a customer looks like. The more you mark, the more accurate your Focused Score becomes.