Lead scoring is a methodology shared by sales and marketing that ranks leads to determine their sales-readiness. Leads are scored based on the interest they show in your business, place in the buying cycle and overall ﬁt with your business.
Whether companies choose to score leads by assigning points, using rankings like A, B, C or D or using terms like “hot,” “warm” or “cold,” by clarifying what exactly constitutes a qualified sales lead, they can increase their marketing and sales departments' productivity, efficiency and synchronicity.
The ﬁrst step in lead scoring is determining your ideal target. Creating this ideal buyer proﬁle requires sales and marketing alignment, as both must agree upon the deﬁnition.
Use this checklist as a starting point to identify the key demographics that are relevant to your organisation, as well as the key behaviour-based scores to consider. We have listed dozens of demographic, firmographic and behavioural attributes to help you ﬁnd the ideal scoring rules for your company.
How to use this checklist:
Make copies of these pages for everyone who is going to help create your lead scoring model. Make sure that you include some team members from sales and some from marketing. Then, have each person:
- Tick the boxes they think should be included in the lead scoring model.
- Next to each checked-off score, mark whether the attribute is critical, important, inﬂuential or negative.