Monday, November 30, 2009

Lead Scoring Tip

Quick tip: When assembling a lead scoring standard for their lead nurture programs, many marketers assign a score based upon a scoring range, usually 0-100. This helps determine how qualified a lead actually is and where (generally) it is in the funnel. As long as both sales and marketing know what that range is and what it corresponds to, they figure the system works.

Try this - add a further (and simple, at-a-glance) understanding to your lead scores by assigning a letter/number score to the rate range. For example, 100-80 points would be further broken down as A1, A2, A3, A4 (A1 being highest). 79-60 could be B1, B2, B3 and so on. You could extend this scoring convention in any number of ways and any number range.

This assists your sales team further in equating a known grading system (A-excellent, B-very good, C-average, D-below average) to the value of the lead. Numbers standing alone don't always equate to a quick understanding of the lead quality and its' sales readiness.

In routing leads into SFA tools such as, I've often given the lead an A1, A2, A3 lead score in the sales tool to gain the salesperson a better understanding of the lead value. Give it a shot...

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