Lead Rank and Lead Score are based on the Quality of Leads. Several lead properties are taken into account while determining the lead quality. If the leads are generated through the internet, several properties of the lead can be weighed. For example, the IP address could be compared with the zip code or area code of the prospect. Note that this can not be a fool proof validation method as wireless broadband IPs can be misleading.

If the zip code is provided by the prospect, the same can be validated against the postal code database in tandem with the address of the prospect. Similarly if an email address is entered, the format can be validated to a maximum extent possible.

Double opt-in method of subscription can be employed as a sound method of getting fully validated email addresses. Address data and telephone number can be validated against public data sources.

Apart from the data quality, other parameters used are: Lead Source, Authority or Job Title, Time Frame, Household Income, Gender, Product / Service requested, and Willingness to talk to a sales representative or agent.

Notice these parameters greatly vary based on the type of prospect: Consumer (B2C) or Business (B2B). The criteria should be selected accordingly.