2 Comments

  1. Ted Dubin
    January 23, 2014 @ 9:46 am

    We have started formally using our CRM’s capability for Lead Scoring for B2B (we provide education, consulting and business services). We have not had enough time to analyze results (our sales cycle is long) but so far I do not see a correlation between Lead Scoring and sales. We might be scoring incorrectly, even thought we’re using our best analysis as to which activities on the prospect’s part indicate “sales-readiness”. Our sales team might not be using the right techniques or need a skill upgrade. Or it might be that lead scoring is not a valid indicator of prospect potential.

    I also find the actual term “Lead Scoring” to be a bit of a misnomer. “Leads” are just that – “sales ready” prospects. Lead Scoring as I’ve found it applied in our research is really used to identify “suspects” who resemble prospects. Once the score rises to our predetermined threshold the actual “suspect” is then added to our Prospect Nurturing and the Sales Pipeline to be cold-called by Sales. But it is a cold call. It’s a targeted one based on intelligent sourcing but a cold call nonetheless. Based on preliminary results so far,for us, Lead Scoring is no substitute for true Demand Generation.

    I would welcome any input that might improve our results. Thanks!

    • Willis Turner
      January 23, 2014 @ 8:27 pm

      Some good points Ted and great to hear about your personal experience. Thanks for your comments.