In most cases, it is important for sales and marketing to agree on which leads can be passed from marketing to sales and which should remain in the nurturing queue. Creating a chart like the one below often helps ensure that the two teams are in agreement. In this example, you can see how demographics and behavioral metrics are used to determine which leads will be passed to sales.
Lead identification example
Demographic Score is performed vertically — the higher, the better oman phone number data the indicator, and behavioral ranking is performed horizontally from right to left (Behavior Score) — the further to the left, the higher the rating. Leads whose scores match the numerical values conditionally corresponding to the “shaded” rectangles are transferred to the sales department (A1, A2, A3, A4, B1, B2, B3, C1), the rest will remain for “cultivation”.
Optimization performed before the deployment of the scoring system
Before you launch, you need to test your scoring system on leads and opportunities that actually exist in your pipeline. Here's how to set up your own "test bed":
Take a random sample of records in the company's CRM system (opened opportunities, missed deal prospects, etc.).
Review each contact's demographics and activity records.
Assign a score to each record based on the new lead scoring criteria.
Explore the percentage of your sample that can be classified as sales-ready leads.
If your ideal prospect is a CMO at a Fortune 500 company who attended a webinar on a specific product, then the combination of these attributes in your leads must equal or exceed this threshold for you to qualify them as “close-ready.”