Challenge: How do you optimize your sales rep time by focusing them on your most qualified leads?
How many times have you heard, ‘Marketing just gives us a bunch of lame leads for follow up’? The issue is to clearly identify what characteristics early stage leads have so that marketing can deliver stronger, more appropriate leads.
Lead scoring is a great exercise that brings together sales and marketing. Effective scoring of leads will ensure your sales team is following up on the best leads and not wasting time calling junk.
Lead scoring generally breaks down along two dimensions: qualification and interest scores. Qualification scores refer to information the prospect provides about himself or what you can learn about him from research. This information typically includes location (address), size (revenue or employees), industry, buying timeframe, budget, role/title, etc. The challenge with this information is that prospects do not always fill out forms truthfully. However, you can enhance the data with third-party validations like D&B or other sources.
The second dimension of lead scoring is interest. This measures the actions taken by your prospect, including the number of website visits, date of the last website visits, number of web pages viewed, number of offers downloaded, high value content consumed, etc. Because interest score measures actual behavior, this is often looked at as more reliable to identify a prospect.
However, using the two scores together, you can develop an even more detailed profile of your prospect in terms of their overall sales readiness. Close collaboration between sales and marketing can achieve a common approach to lead scoring and the delivery of more sales ready leads to the sales organization. More data is good – mutual agreement on how to score this data is even better. The result is that both your sales and marketing organization will now be focused on finding the same type of prospects and align their interests.
Lesson: Score one for both the sale and marketing teams by scoring leads with information input from the prospect as well as behavior gathered from the prospect’s web activities.