Lead Scoring and It's Evolution Essay

586 WordsFeb 24, 20153 Pages
Why Lead Scoring Matters Today Doing more with less has become a corporate mantra —and the ripple effect of it can be felt at all organizational levels. Consider the demand generated by your marketing group: How do you send all those leads to sales? Most marketing organizations simply hand off huge lists of names—or upload them to the sales database—and then sit back and expect sales to call them. After a few calls, most salespeople give up, deriding the leads as junk. And so the finger-pointing begins. This kind of interaction is counter-productive, causing enormous inefficiencies across an organization’s revenue- bearing teams. Sales productivity, in particular, can suffer as your sales reps work furiously to stay afloat while at the same time becoming less efficient in their daily tasks—undermining the goal of doing more with less. In the meantime, dozens of hot leads—legitimate opportunities—are being thrown away simply because they’re on the bottom of the pile of junk leads. With fewer deals available, your sales reps need every advantage to get in front of active opportunities first, and develop latent opportunities earlier than the competition. To do that, they need to be working with prioritized leads. Lead scoring enables organizations to move lead prioritization from a largely subjective process to an analytical, scientific approach that can be managed easily and cost-effectively. You can help direct the efforts of the sales team in the most efficient and cost-effective way through lead scoring, which prioritizes leads based on prospects’ profile fit and level of interest. But the benefits don’t end there. The concept of scoring can be applied throughout the integrated sales and marketing funnel. Forward-thinking companies are applying scoring algorithms to account scoring, opportunity scoring, and other stages in the buyer’s journey. As a result,

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