“I do precision guesswork, based on unreliable data, provided by those with questionable knowledge to meet or exceed formidable expectations.” -Sound familiar? In the today’s B2B sales world, winning a new deal doesn’t happen without engaging conversations. It…
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!