Imagine this: You’re the marketing manager for a mid-market or enterprise-level business, and you’re facing the daunting task of presenting the results of your team’s lead generation efforts for the past year. What tool in your marketing arsenal will best prepare you? You guessed it: lead scoring.

Now, consider a second scenario: You’re the director of sales for that company, and the sales vice president has asked you to present this quarter’s pipeline, along with targets and past performance. To do this, you need to fully understand which leads are qualified, which are unqualified, and which have potential. Which marketing qualified leads deserve your team’s attention and will drive the most revenue? What process can empower you with the right information? Yep, you got it: lead scoring.

Throughout my time in marketing automation, I’ve had the pleasure of…

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