By Lisa Heay, Marketing Planning Manager at Heinz Marketing
Lead scoring is often made out to be a behemoth endeavor, but it really doesn’t have to be. If you’ve considered implementing a lead scoring process at your organization but you’re feeling a little overwhelmed by the project, keep reading. There are ways to start out with a simple process that you can expand on later. It’s never going to be a set-and-forget type of project anyway.
First, you might be wondering why lead scoring is important. Lead scores serve as the agreed-upon guideline between the sales and marketing organizations that determine lead fit and the subsequent follow up actions that should take place.
With that in mind, a mistake some organizations make is when lead scoring is solely managed by marketing, without input from sales. It has to be a joint effort—sales should not leave all of the lead scoring work to Marketing.
