Most lead scores only go up. Heat decays.
Signals age out of a rolling 90-day window, so a contact’s heat reflects what they are doing now, not what they did last year.
The problem
Traditional lead scores are hoarders. Points accumulate forever, so a contact who engaged once in 2023 looks as hot as one who is active this week.
What it does
Rolling window
Signals older than 90 days drop out of the score.
Two-directional
Heat rises with activity and falls with silence.
Honest ranking
The top of your list is genuinely the most active right now.
How it works
Stamp
Every signal carries a date.
Expire
Signals past the window stop counting.
Recompute
The score reflects only the live window.
A score that can fall is a score you can trust, because it is telling you the truth about attention.
Most lead scores are hoarders. Heat should cool.
The short version.
Why 90 days?
It captures an active buying window without letting stale engagement inflate the score. The window is configurable.
Does a contact ever return to Cold?
Yes. If signals stop, they decay out and the contact cools, which is exactly what you want.
Is the falling direction useful?
Very. Falling heat on a customer is an early churn warning, handled by the CS save plays.
See who’s hot right now.
Early access is open for a small design-partner group.