AI scoring platform that models ICP fit and intent to prioritize which leads and accounts sales should work first.
MadKudu is a predictive scoring layer for go-to-market teams. It pulls firmographic, behavioral, and product-usage data into models that estimate how well a lead or account fits your ideal customer profile and how likely it is to convert, then pushes those scores into the CRM and routing tools reps already live in. Marketing and sales ops teams at product-led and hybrid-motion companies use it to decide who gets a human touch, who stays in nurture, and which signups are quietly turning into sales-ready accounts. It sits between the data foundation (CRM, product events, enrichment) and the engagement layer, acting as the prioritization brain rather than the system of record.
Which of the capability map's modules MadKudu covers — each links to the module's own page, with every tool that supports it.
| Module | Phase | Depth | Note |
|---|---|---|---|
| Create Demand | |||
| Lead Scoring & Routing | Lead Lifecycle & Data Foundation | Core | Predictive fit and likelihood-to-buy scores pushed into CRM routing. |
| Account Segmentation & Scoring | GTM Planning | Supported | |
| Win the Deal | |||
| PQL Routing to Sales | Digital Commerce | Supported | |
| Grow Revenue | |||
| PLG Signal Detection (PQL Scoring) | Platform & Intelligence | Core | Models product-usage events to surface product-qualified leads. |
Where most scoring is a rules checklist bolted onto marketing automation, MadKudu builds actual predictive models on your historical conversion data and explains why an account scored the way it did. Its depth on product usage signals makes it a natural fit for PLG companies that need to spot product-qualified leads, not just form fills.
Built-in scoring is additive point rules you maintain by hand. MadKudu trains models on your actual historical conversions, blends firmographic and behavioral signals, and recalibrates as your funnel changes. The trade-off is that it needs enough closed-won history to learn from.
No. It consumes enrichment data rather than sourcing it. You still need a firmographic and technographic data source; MadKudu turns that data plus your product and CRM signals into a prioritization decision.