Wednesday, August 12, 2009

Lead Scoring Best Practices

I sat down with various folks on the Eloqua Customer Success team to hear their experiences on what it took to build out a highly successful lead scoring system. Jocelyn Brown (@jocebrown), Chad Horenfeldt (@chadhorenfeldt), and Adrian Chang (@adrianchang) are the folks who help clients with implementing lead scoring at organizations of various sizes and within a variety of industries, so they have the experience to know what it takes to achieve success. Here is their take:

Some key takeaways:
- get buy-in from sales management in order to best align goals
- use a matrix of A-D for fit and 1-4 for engagement
- define what will happen with each lead, based on that matrix, from lead nurturing to sales hand-off
- define an SLA with sales on how long is allowed for follow-up
- don't be shy about lead clawback if too much time passes
- sales cherry-picking leads is a sign of mis-alignment between marketing and sales
- lead scoring is one of the most valuable things a B2B marketing organization can do

I hope you enjoy the video, I always learn a lot chatting with people like Jocelyn, Adrian, and Chad, as they deal with organizations who are wrestling with these challenges on a daily basis.
Many of the topics on this blog are discussed in more detail in my book Digital Body Language
In my day job, I am with Eloqua, the marketing automation software used by the worlds best marketers
Come talk with me or one of my colleagues at a live event, or join in on a webinar


Anonymous said...

You seem to have forgotten to put your video on here - there only seems to be a blank space!

Steven Woods said...

Interesting - it shows up for me. If not, the link is here.