Lead scoring is a systematic approach used by sales and marketing teams to evaluate the potential of leads, or prospective customers. It involves assigning numerical values to leads based on various criteria, such as their engagement level, demographic information, and behavior. This helps teams prioritize leads that are more likely to convert into paying customers. By using lead scoring, businesses can focus their efforts on high-quality leads, improving efficiency and increasing sales. The scoring system can be customized to reflect the specific goals and characteristics of a company, ensuring that the most promising leads receive the attention they need to move through the sales funnel.