What is ICP fit scoring?
Fit versus intent, how CAM scores every new competitor connection, and how reps should use the number.
An ICP fit score measures how closely a contact and their company match your ideal customer profile: title, seniority, function, industry, company size and location. It describes who they are, not what they are doing. CAM scores every new competitor connection 0-100 against criteria you define and sorts contacts into high, medium and low fit tiers on score bands you set, so your reps work the best-fit contacts first.
Two different questions, kept apart on purpose
- Fit
- Structural and stable: industry, company size, role, seniority, location. Answers "is this the kind of buyer we win?" This is what CAM scores.
- Intent
- Behavioural and fast-moving: research activity, page visits, review-site browsing. Answers "are they looking right now?" CAM does not score this.
- The signal
- A competitor rep connecting with the contact. It says a competitor is in the conversation. The fit score tells you whether that conversation is worth joining.
How the ICP fit score is built
Criteria you define, enrichment on every contact, a score and a tier.
- Step 01
You define the criteria
Job title, seniority, function, industry, company size and location, matched to the ideal customer profile you already sell against. The score bands for high, medium and low fit are yours too.
- Step 02
Each new connection is enriched
Every contact a tracked competitor rep connects with gets job title, company, industry, size, website and location attached before scoring.
- Step 03
Scored and tiered
Each contact is scored 0-100 against your criteria by AI and placed in a high, medium or low fit tier. Reps prioritise outreach by ICP fit, and can filter by job change, promotion, or accounts two or more competitors touched.
Sort connections into three groups
The fit score and the connection signal together decide what to do next.
| Capability | What it looks like | What to do |
|---|---|---|
| Act now | Strong ICP fit, a seller on the other side, or several people at one account | Personalised outreach this week, multithreaded |
| Nurture | Good fit, a single connection, unclear seniority | A lighter sequence; watch for more activity |
| Ignore | Outside your ICP, or a non-sales connection | Note it and move on |
From the outreach playbook, which also covers who to contact and what to say.
Why fit, not intent
Intent scores try to guess whether an account is looking right now from research behaviour. CAM already has a stronger version of that fact for every contact it surfaces: a competitor's sales rep just connected with them. What is missing at that moment is not whether they are in market, it is whether they are the kind of buyer you win.
That is what the ICP fit score answers. It keeps the signal and the qualification separate, so a rep can see both at a glance: a competitor is in this account, and this person is a strong match for our profile. The definition of competitor activity monitoring covers the signal side.
Questions about ICP fit scoring
Is an ICP fit score the same as a lead score?
Does CAM score buying intent?
What data feeds the score?
Can I change the criteria or the score bands?
Which CAM plans include ICP fit scoring?
How should reps use the score?
See your ICP applied to your competitors' new connections.
Book a demo and bring your ideal customer profile. We'll show you how the score sorts a real run.