Product management glosary

Opportunity Scoring

What is Opportunity Scoring?

Opportunity Scoring is a method used by product managers and business leaders to evaluate and prioritize potential opportunities based on their potential impact, feasibility, and alignment with the organization's goals. This process helps organizations make informed decisions about which opportunities to pursue and allocate resources effectively. In this article, we will discuss the concept of Opportunity Scoring, its importance, and the steps involved in implementing it.

Why is Opportunity Scoring important?

Organizations often face a plethora of opportunities, but not all of them are worth pursuing. Opportunity Scoring helps businesses to:

  • Identify high-impact opportunities that align with their strategic objectives.
  • Make data-driven decisions, reducing the influence of personal biases and emotions.
  • Allocate resources effectively by focusing on the most promising opportunities.
  • Improve communication and collaboration among team members by providing a clear and objective framework for evaluating opportunities.
  • Monitor the progress of pursued opportunities and adjust the strategy as needed.

Steps involved in Opportunity Scoring

Implementing Opportunity Scoring in your organization involves the following steps:

  1. Define the criteria: Begin by identifying the factors that are important for your organization when evaluating opportunities. These factors may include potential revenue, market size, alignment with the company's vision, competitive advantage, and feasibility. It's essential to involve key stakeholders in this process to ensure that the criteria reflect the organization's priorities.

  2. Assign weights to the criteria: Not all criteria are equally important. Assign weights to each criterion based on its significance to your organization. The sum of the weights should equal 100%. This step helps in quantifying the importance of each factor and ensures that the scoring process is objective.

  3. Score each opportunity: Evaluate each opportunity against the defined criteria and assign a score on a predetermined scale (e.g., 1-10). The score should reflect how well the opportunity meets each criterion. This process may involve gathering data, conducting market research, and consulting with subject matter experts.

  4. Calculate the weighted scores: Multiply the scores for each criterion by their respective weights and sum them up to get the weighted score for each opportunity. This step helps in ranking the opportunities based on their overall scores.

  5. Rank and prioritize: Rank the opportunities based on their weighted scores and prioritize them accordingly. The higher the score, the more attractive the opportunity. This ranking helps in determining which opportunities to pursue and allocate resources to.

  6. Review and adjust: Regularly review the scored opportunities and update the scores as new information becomes available. This step ensures that your organization remains agile and can adapt to changing market conditions and business priorities.


Opportunity Scoring is a valuable tool for organizations to prioritize potential opportunities and make informed decisions about resource allocation. By implementing a systematic and objective approach to evaluating opportunities, businesses can improve their decision-making process, focus on high-impact initiatives, and ultimately achieve their strategic objectives.