Guide to Developing a Lead Scoring Model

8/8/2019 Guide to Developing a Lead Scoring Model

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Guide to Developing a Lead Scoring Model

The importance of classifying leads according

to a numeric model.

WWW.INVENIOMARKETING.COM


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Guide to Developing a Lead Scoring Model

WHY LEAD SCORING?

Companies are notorious for designing lead management systems that classify opportunities

in deceptive categories such as Hot/Warm/Cold based on responses to a few questions asked.

The result of systems such as this includes:

-

ing into business.

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the system and their likelihood of following up diminishes.

grades opportunities numerically.

WHAT IS LEAD SCORING?

quality of a lead (qualifying questions) while others are for informational use only (information

questions).

responses to these questions to score an opportunity. Lead scoring is a method of classifying

a sales opportunity by assigning points to responses from qualifying questions based on the

importance of each criteria (response) in determining a sales opportunitys overall value (score)

cultivation or discarded


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methodology where an opportunity is graded such as:

must account for include:

that is not on the standard list of responses and thus doesnt inherently have a score as-

sociated with it.

would normally result in sales follow-up

WHEN SHOULD LEAD SCORING BE APPLIED?

Lead scoring works best when there are multiple variables involved in determining the qual-

DEVELOPING YOUR LEAD SCORING MODEL

this process.

DEFINITION

Types of Responses - When determining the criteria to use to determine the quality of an

qualifying questions used to score a lead and information (or lead routing) questions used


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question.

STEP 1: IDENTIFYING WHAT CRITERIA DETERMINES A LEADS QUALITY

opportunities that are distributed to them. You may want to start by asking the following ques-

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What pains would a company be facing that would indicate a need for your product? What

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prior to making a decision?

Step 2: Assigning Point Values to Qualification Responses

of the response. Responses that indicate a more highly quali-

that meet the minimum requirements. The recommended

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scoring model.

possible response in a marketing automation system similar

to the following:

important than the others or if they all are of the same

importance.


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points for timeframe responses.

The total possible score from this example would be 140 (60+40+40).

STEP 3: DEFINING THE MINIMUM REQUIREMENTS SCORE FOR QSOS

it with you. More sophisticated systems will populate a marketing automation system with all

possible combinations to make this process easier. This sampling might look like:

convening a room full of sales representatives.

sophisticated marketers are choosing to retain leads that score lower for further harvesting and

funneling the rest to their sales channels.


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STEP 4: DEFINING LEAD CLASSIFICATIONS BASED ON TOTAL SCORES

Leads sent to sales using this methodology should be presented as:

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STEP 5: IS IT WORKING?

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Guide to Developing a Lead Scoring Model

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