I see this happen often, in every company size and industry. However, there are five things you can do to improve your lead scoring model (and the leads pushed to Sales) for the better:
1. Strategize beyond your Lead Scoring
Your lead scoring model should not exist in a vacuum. Rather, your model should be built off a strategy centred around your full Customer Lifecycle, and the program tallying key milestones built out in your Revenue Cycle Model*. If you work from a High level-to-small-detail build, you’ll ensure your lead scoring strategy has a stronger foundation in reality.
2. Get Sales involved from the start
It feels like a no-brainer when talking building out and automating a leads journey to Sales – but due to busy schedules and tight deadlines across the board, it’s often the most overlooked. When working through the strategy, you want to make sure that you have at least the Sales director and their best sales person ‘on the floor’ (although depending on the size of your company – that could be the same person).
This way you can get vital feedback and even backtrack through your CRM and Marketo individuals on good deals to see what actual behavioural or demographic activities are worth a heavy weighting in your scoring model.
3. Leverage your Marketo Sales Insight (and your Interesting Moments) effectively
Marketo Sales Insight (MSI) is a really powerful tool for your Sales team to get the vital info that you’ve been compiling in Marketo and see who’s best to call. Unfortunately if not considered in your scoring build it’s also the first reason why Sales loses confidence in your leads. Getting sales involved in the strategy build will help with this, but a good rule of thumb is to consider a quick re-training once your scoring is rebuilt.
You also want to ensure that your Interesting Moments add more in terms of vital information to Sales. Don’t forget – they can already see what emails leads have opened and what websites they’ve visited; so Interesting Moments are a really great opportunity to alert Sales to more nuanced milestones (for example, Interesting Moments that indicate a specific Product Interest).
4. Automate instant feedback
Free flowing communication between Sales and Marketing not only helps with visibility of how healthy your Lead intake and growth is, but also highlights any areas that require tweaking before they become real issues. To keep things streamlined and save everyone time, it’s highly recommended you look into automating emails to send to your sales team when new leads come in. You can even include an option to recycle or junk a lead in the email itself – making your life easier as well.
5. Remember to review and refine
Your lead scoring and Customer lifecycle is an ongoing, organic process within your business, and needs to be treated as such. Each quarter should involve you and your sales team reviewing how leads are going and whether you can tweak your Lead scoring to better reflect what your company is looking for. By doing so, your Lead scoring reflects what’s really happening with your leads – and will continue giving your sales team strong prospects.