Common negative score criteria include: using a personal email address (Gmail, Yahoo, Hotmail), company size below the minimum viable threshold, competitor domain email, unsubscribing from email campaigns, country outside target markets, and job titles that are too junior to be decision-makers.
Negative scoring prevents inflated scores for records that partially match the ICP but have clear disqualifiers. A lead with a high positive score but a large negative deduction tells the sales rep to investigate before investing time.
A Negative Score is a score deduction applied when a CRM record matches a disqualifying criterion. It reduces the total score to reflect that the record has attributes that make it a weaker prospect – such as using a free email domain, being outside the target geography, or being from a blacklisted industry.
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