Does this sound familiar?
Source: B2B Lead
Source: Marketo
Everyone has an opinion
Everyone from sales to digital and data to business development wants – and needs – to have their say on scoring, but different teams have different ideas and expectations. Let us provide the common framework and coordination necessary to get disparate teams aligned.
Data everywhere – but not in the right place
You may have basic contact profile data in place and tracking scripts deployed to track engagement. But are there ‘hidden predictors’ lurking in those data sets that aren’t yet integrated into your scoring model? Taking a view of activity across an entire account can also provide a different picture. Patchy data means patchy results.
Source: Mintigo
Source: Kenkold Group
The myth of intuition
A lead scoring program is an analytical process. It needs time, it needs transparency, it needs a rigorous methodology to validate (and recalibrate). Build a model on hunches and ‘gut feel’ about who should be ready to buy and it will never work.
Qualification as research
Lead development teams should be motivated (and incentivized) to capture insight, as well as convert the sales-ready leads. They need to understand that engagement quality is just as important as quantity. As much insight can emerge from a bad conversation as a good one – provided there’s a process in place to capture the data and close the loop.
