Special Report: B2B Marketers Refine Lead Scoring Models To Boost Sales Effectiveness

It is clear that lead scoring continues to grow as a pivotal piece of the B2B marketing puzzle. Research from SiriusDecisions states that 68% of B2B tech organizations have implemented a lead scoring program implemented. However, fewer than half (40%) of those sales teams deem their lead scoring initiatives effective, and progressive marketers are looking for opportunities to refine and expand their lead scoring models to boost sales effectiveness.

Where exactly is the disconnect between lead scores and how sales teams interpret them? Scoring models are sometimes designed by marketing teams with little input from sales, which inadvertently hinders the quality of leads that are generated, according to observers.

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