What Happens After You Score Your Leads
You Scored, Now What?
Many companies begin their predictive marketing journey by starting with predictive lead scoring, as a way of making lead scores relevant for your sales team again and improving conversions. Out of the 44 percent of companies that are scoring leads today, many are looking for ways to improve their processes (Decision Tree Labs). It’s important to remember that the process doesn’t end with the score.
Refining the Handoff Process Once your leads are scored, you have to determine the benchmarks for each crucial conversion point – especially the point where marketing hands the leads off to sales. This is commonly referred to as the MQL threshold. With predictive lead scoring, marketers can ensure they are only passing sales the leads that are most likely to convert. As a result, sales is in the best position to qualify the hottest leads, while avoiding the contacts that would be better served by a nurture program. Learn more about weaving predictive lead scoring into the buyer funnel.
SLAs Between Marketing and Sales Some of the most efficient sales and marketing organizations use SLAs or service level agreements to ensure that lack of alignment is never a problem. SLAs usually cover both the marketing and sales contributions to the overall goals of the organizations, including tactical items such as response or follow up times. In fact, having marketing and sales sign up for the same number is a common tactic to ensure tight alignment. Ellie Mirman of Hubspot details a multi-step process to building out your SLAs in this blog post.
Moving Beyond the Number Predictive lead scoring is more valuable than just a new number. It’s important to remember that any lead score should be prescriptive. Marketing should work with sales in order to provide the proper training, messaging and context around lead scores, so that the sales team knows how to properly engage. By adding in context as to why a lead is likely to convert, your sales teams will have fewer questions about the quality of MQLs and instead shift efforts to focusing on closing business.
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