Here’s a a mistake I see people make too often. I’ve made this mistake too.
Building a lead scoring system for your marketing team.
That’s not the right approach. You don’t build lead scoring for marketing
You build lead scoring for your sales team. Sure, marketing definitely benefits from having a strong lead score system implemented.
But don’t think you can go and build this in your marketing ivory tower and just expect sales to adopt it.
That’s the most common reason I see lead scoring fail.
Marketing thinks they have this brilliant idea to help the company prioritize the right leads. Been there, done that.
But they don’t realize that lead scoring is actually built best when done in close collaboration with the sales team. Just like you wouldn’t throw a massive project to a designer at the very last minute and not include them in concepting from the beginning. Or at least you shouldn’t be doing that. 🙂
The reason why is that they understand that lead scoring is about separating out the signal from the noise.
👉 Here’s another pro tip. The key thought to a strong lead score is that it’s easy to understand. It's not a black box. Salespeople especially don’t like black boxes.
Something you can understand means you are more likely to trust it.
My other recommendation is you should use more than just your demographic and firmographic data.
You should use behavior data and your product data and package up the right plays for reps to prioritize and convert.
Showing the actual reason why different signals are weighted higher is a critical step to earning the TRUST of your sales team.
Getting reps to validate that the lead score is helping them focus on the right buyers is also important.
So say it with me. 📣
Lead scoring is not made for the marketing team. It’s made for the sales team and using a solution like Common Room can help you make one that your reps will love.