Lead scoring is designed to give your organisation the best possible understanding of a business lead’s potential and ensure any positive engagements are handled in a timely and professional manner.
A lead scoring system allows a business or organization to better align the marketing and sales teams to work more efficiently together to achieve the ultimate goal: conversions Sales and marketing people may disagree about what exactly constitutes a “qualified” lead. Sales often wants a lead that is truly ready to buy. A Marketing Qualified Lead (MQL) is a lead that meets criteria set out by marketing, even if they are not actually pulling out their check book to make a purchase.
One common practice is to establish a lead score threshold to be considered an MQL. Once a lead reaches the MQL score threshold, it can be turned over to sales for direct outreach. Ideally, this is accomplished through bi-directional sync with your CRM that makes the process automated and efficient. The practice of handing over only the highest scoring leads ensures that sales representatives invest time in contacting the most highly qualified leads.
Use this checklist to evaluate and compare different lead management tools in marketing automation platforms to make sure they have the features you need.