Lead scoring also streamlines the sales forecasting process, providing a clear picture of the SDR pipeline and the flow of leads needed to hit that month’s goals.
Automating the lead prioritization process will shorten your sales cycle. germany email list By providing key information to prospects, they can tailor sales presentations for maximum impact and avoid wasting time talking about things that the prospect isn’t interested in.
Your marketing team will receive important data, too. By understanding the exact factors that define your hottest leads, they can tailor their campaigns to drive more of the best leads to your SDRs. A study by Marketing Sherpa showed that teams using lead scoring saw a 77% increase in lead generation ROI.
Why is lead scoring so difficult to implement?
The answer is sometimes due to misalignment between marketing and sales teams. If your marketing team is creating lead scoring in a silo and using arbitrary data points based on assumptions, then your SDR’s skepticism is justified.
Your lead scoring needs to reflect your ideal customer profile and the actions they take in their buying journey. What factors actually determine the likelihood that a lead will become a customer?
Sometimes, a lack of transparency from your marketing team leads to a lack of buy-in. Giving sales reps visibility into the rationale for your lead scoring process and hearing insights from the sales team on trends they’ve noticed will go a long way toward building trust and increasing the likelihood that they’ll integrate lead scoring into their workflow.