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Fit is whether they are the kind of company you sell to: size, sector, geography. Behaviour is what they have done: pages read, forms filled, replies sent.
Combining them into one number destroys the distinction that matters. A perfect-fit company doing nothing and a poor-fit company doing everything are different problems, and one score cannot tell you which you have.
A score nobody can explain is a score nobody acts on. Reps discount it the first time it disagrees with them, and once discounted it never recovers.
So each rule should be a sentence: no activity for fourteen days, minus ten. Budget holder named, plus twenty. The deal should show which rules fired, not just the total.
Rarely. At most companies' volumes, readable rules perform comparably and are actually used.
Quarterly against closed outcomes. Rules that predicted nothing should be deleted, not tuned.
Constantly. It usually means nobody has contacted them yet.
Half an hour with your own data usually saves reading three of these. The guides will still be here afterwards.