# Rethinking Sales Lead Scoring with LLM-based Hierarchical Preference Ranking

arXiv: https://arxiv.org/abs/2606.04387 · HTML: https://mlsanity.com/paper/2606.04387/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- Placed in Preference alignment for recommenders and RAG, one of 10 directions in LLM alignment / RLHF / preference optimisation.
- Builds on 12 of its 34 references that are in the map.
- First posted on arXiv 3 Jun 2026.

## Placed in

- LLM alignment / RLHF / preference optimisation / [Preference alignment for recommenders and RAG](https://mlsanity.com/alignment/preference-alignment-for-recommenders-and-rag/)

## Builds on (most cited first, 12 of 12)

- [Direct Preference Optimization: Your Language Model is Secretly a Reward Model](https://mlsanity.com/paper/2305.18290/) (2023)
- [A Comprehensive Survey on Graph Neural Networks](https://mlsanity.com/paper/1901.00596/) (2019)
- [Wide & Deep Learning for Recommender Systems](https://mlsanity.com/paper/1606.07792/) (2016)
- [DeepFM: A Factorization-Machine based Neural Network for CTR Prediction](https://mlsanity.com/paper/1703.04247/) (2017)
- [ORPO: Monolithic Preference Optimization without Reference Model](https://mlsanity.com/paper/2403.07691/) (2024)
- [Deep & Cross Network for Ad Click Predictions](https://mlsanity.com/paper/1708.05123/) (2017)
- [DCN V2: Improved Deep & Cross Network and Practical Lessons for Web-scale Learning to Rank Systems](https://mlsanity.com/paper/2008.13535/) (2020)
- [AutoInt: Automatic Feature Interaction Learning via Self-Attentive Neural Networks](https://mlsanity.com/paper/1810.11921/) (2018)
- [xDeepFM: Combining Explicit and Implicit Feature Interactions for Recommender Systems](https://mlsanity.com/paper/1803.05170/) (2018)
- [CRMArena: Understanding the Capacity of LLM Agents to Perform Professional CRM Tasks in Realistic Environments](https://mlsanity.com/paper/2411.02305/) (2024)
- [CRMArena-Pro: Holistic Assessment of LLM Agents Across Diverse Business Scenarios and Interactions](https://mlsanity.com/paper/2505.18878/) (2025)
- [GraphFM: Improving Large-Scale GNN Training via Feature Momentum](https://mlsanity.com/paper/2206.07161/) (2022)

## Built on by (most cited first, 1 of 1)

- [SalesLoop: Reinforcement Learning from Performance Feedback for Sales Lead Ranking](https://mlsanity.com/paper/2607.20655/) (2026)

## Abstract (arXiv)

Sales lead conversion in high-stakes domains (e.g., automotive, real estate) differs fundamentally from e-commerce recommendation due to prolonged decision cycles and multi-stage funnels. Traditional lead scoring methods rule-based scorecards, machine learning, or pointwise CTR models face severe challenges: sparse supervision, a semantic gap in unstructured CRM logs, and inability to capture relative lead priority. While Large Language Models(LLMs) offer superior semantic understanding of customer interactions, general-purpose LLMs are ill-suited for lead ranking: they generate text rather than comparable scores, and lack alignment with the hierarchical priorities of sales funnels. We introduce an LLM-based discriminative framework for sales lead scoring, which supports joint modeling of structured CRM features and unstructured customer interactions. On top of this framework, we propose HPRO (Hierarchical Preference Ranking Optimization), which augments sales lead scoring with a hierarchical preference ranking objective. HPRO employs a margin-aware Bradley-Terry formulation to transform sparse binary labels into dense, funnel-aware preference pairs, enabling lead scoring to leverage both pointwise and pairwise supervision. Experiments on large-scale data from a leading NEV brand demonstrate state-of-the-art classification (AUC 0.8161) and ranking performance (+39.7% precision among top-ranked leads). A 132-day online A/B test validates 9.5% sales volume uplift, confirming real-world commercial impact.