Implict and Explicit Scoring Lead Scoring – Why It Is Not Enough For Nurturing

Lead Nurturing ‌• June 9, 2010

Marketing automation tools tout the power of lead scoring through their software. It is powerful to be sure – no doubt about it. There is a critical reason why these scoring methodologies are not enough for true lead nurturing – they only take into account marketing’s view of the lead and account. Sales is on the sidelines. With the proper process and technology (beyond the Marketing Automation tool – we’re getting into CRM land here), one can add scoring methodologies based on sales’ actual interaction with the prospect. Critical factors like did a conversation occur, was a next step set, and was it a positive, neutral or negative outcome drive scores up or down. After all, would sales be excited about a new high scoring lead from marketing where they had a conversation with someone in the account a week ago and found there truly was no opportunity? Probably, nay, definitely not. The bottom line is to include sales!
Good selling.

Sam McCue
Inbound Marketing guru, avid fisherman, and all-around backcountry enthusiast.

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