Today, leads flow to Marketing from ever-increasing online sources—email campaigns, the company Web site, Google AdWords and Google searches, webinars, online advertising, blogs, and virtual trade shows—as well as from traditional marketing activities such as print ads, direct mail, tradeshows, and networking.
The sheer volume of leads, or "suspects," can be overwhelming. How does Marketing prioritize all these suspects and determine which ones to...
- Send immediately to Sales
- Move to telemarketing for qualification and appointment setting
- Keep and nurture with e-newsletters, surveys, and other marketing activities
- Set aside for another day
Spreadsheets and calculators simply will not do. Marketers do not have time to crunch numbers as well as craft innovative campaigns with compelling messages and eye-catching images.
A robust database and campaign-management application helps Marketing score every interaction by every lead, online, and offline, and prioritize leads automatically for appropriate next steps.
Scoring Guides Marketing Action
Lead prioritization is a different discipline from the traditional A-B-C Sales categorization. It's more attuned to Marketing action and comprises a set of levels for suspects, leads, and Sales-ready leads.
Of course, the final action is moving a lead to Sales when a lead has attained an appropriate score threshold. Your company's specific scoring scheme will vary depending on your needs and processes. A very basic scoring scheme might look like this: