Achieving Sales & Marketing Alignment – Part 2
One of the key components to any sales and marketing alignment strategy is the utilization of data to assess and manage your customer funnel activities. The objectivity of data can remove traditional tensions and finger-pointing between marketing and sales groups and bring a single truth to the combined team. To accomplish such a common truth, many organizations have come to use lead scoring as a method for quantifying the readiness of a prospect or their position in the customer funnel. A well-designed system for scoring leads as they interact with your company can clearly define the “hand-off” points in your funnel, allow you to more accurately estimate your pipeline, and prioritize the leads your sales force is working on for maximum effectiveness. We’ll explore the concept of lead scoring, outline a process and some tools for designing your own system, and go over some key factors in making your scoring useful.
