By Kirk Crenshaw
Many marketers make the mistake of passing on inquiries (or even acquired list data) to their sales team without adequately assessing their value to the salesperson. What usually happens is that salespeople then have to wade through a lot of trash to find a few golden nuggets to prospect. In the end, salespeople become jaded, and start to ignore lead flow from marketing since they are generally considered a waste of time and effort.
A means to assess inquiries that flow in on a daily basis is to create a lead scoring methodology for your organization. It can be as simple as evaluating Title, Level, Industry and Location, or as complicated as including specific behavior.
Marketing Sherpa recently organized a round table that discussed this topic, and have published this report: Lead Scoring & Management Roundtable — 6 Experts Answer Sherpa’s Top 10 Questions
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