Lead Scores Too High? Maybe They Need An Expiration Date.
The Point
FEBRUARY 27, 2012
In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The most glaring symptom was the absurdly high scores: hundreds of contacts had lead scores of more than 1,000, even though the supposed threshold for a sales-ready lead was a mere 100 points. Amongst companies who adopt marketing automation technology, the problem of lead score inflation is a common one, mainly due to the rudimentary way i
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