Setting up a Lead Scoring System to Work for You

Lead scoring helps departments determine which prospects are most valuable in sales and marketing to the organization. Proper setup and regular use of a lead scoring system are crucial for its effectiveness, and marketing and sales would otherwise waste a great deal of time and resources. In determining a lead scoring system, it is important to take into account the following points.

Sort leads according to their priority

The lead score feature lets you prioritize leads and call the ones with the highest scores first when you and your team make an outbound call. Instead of calling through your list alphabetically, this would increase your hit rate.

Identification and targeting of leads that need nurturing

Every day, marketing campaigns generate leads, and before you can convert them into sales, marketers must cultivate them. You can drop leads into the correct campaign based on lead scores if you have an initiative for only warm prospects. Let’s say you send a newsletter that links to your campaign landing page, and once someone clicks on that page, you can call them with an invitation to attend a webinar in Pune.

Standardize the analysis and discussion of leads

Sales and marketing often have a tense relationship in many businesses. In marketing departments, sending leads in greater numbers makes them feel like they’re doing well. This initiative seems to go unnoticed by the sales team. Instead, they moan about the low quality and yawn about the high number of leads. They can easily align themselves by providing marketing and sales with a similar language for describing how leads are consistent and how many are generated.

Scores for leads versus scores for accounts

Sales representatives and marketers often use the lead scoring model to determine account scores, which is not the same as account scoring. The probability of becoming a customer determines lead scores, while account scores determine whether a company is likely to become a customer.