The RFE Account Scoring Playbook

RFM was built for retail, where Monetary is real because the customer has already bought and you have the purchase history. Run that same model against a net-new B2B account in an ABM motion and Monetary has nothing underneath it, so a third of the model is dead weight. RFE keeps Recency and Frequency, drops Monetary, and splits Engagement into Channel (where the account came from) and Activity (what it actually did), the two dimensions most models under-weight. The result is a hard-capped 100-point score that maps cleanly to a segment, an owner, and an SLA, with the decay curve living inside Recency so nothing ever goes negative. This playbook hands you the full model, the Channel and Activity scoring tables, the routing bands, and the exact steps to deploy it in HubSpot or Salesforce. It is a chassis you retune against your own conversion data, not a black box, and it is all yours to keep.