If a fit score looks wrong, the cause is almost always one of five patterns — and all five are fixable in minutes. Fit scores are computed against your persona criteria, so the fastest way to better scores is a sharper persona, not a different lead list.
Symptom → cause → fix
| Symptom | Most likely cause | Fix |
|---|---|---|
| Scores cluster in the middle, feel random | Persona too thin — few criteria defined | Fill in the persona details; every "—" factor is an unscored dimension |
| High score, obviously wrong industry | Persona has no industry criterion, so industry is not scored | Add the industry detail to the persona |
| Everything comes back "Not A Fit" | Lead source has empty or minimal profiles, or exclusions are too aggressive | Check lead list quality; review your persona exclusions |
| Right person, wrong company gets high scores | Company-fit criteria missing | Describe which companies need your offering in the persona and campaign solution |
| Scores changed after I edited the persona | Working as designed | Persona edits apply live to leads not yet contacted |
Why do sharp personas produce sharp scores?
The AI can only evaluate criteria you defined. A two-line persona gives the AI two lines to score against — everything else defaults to guesswork. A fully detailed persona activates every factor group (profile, responsibility, buying process, company fit) and produces scores you can act on. The 36-detail persona guide shows exactly which details drive scoring.
How do exclusions affect scoring?
Exclusions are hard filters, not preferences. A lead matching an EXCLUDES criterion is removed regardless of how well everything else matches. If too many good leads are excluded, your exclusions are broader than you think — review them one by one.
The 5-minute persona sharpening checklist
- Open Agent → Personas and pick the persona behind the campaign.
- Fill every empty targeting detail (each one activates a scoring factor).
- Add company-fit context: which companies need this offering, and why.
- Review EXCLUDES — remove any exclusion you cannot justify in one sentence.
- Save. Scoring updates automatically for leads you have not contacted yet.