Marketing vs. Sales Lead Scoring
Posted: Sun Dec 22, 2024 9:30 am
Marketing vs. Sales Lead Scoring
One of the reasons for misalignment between marketing and sales is the two different paradigms for what constitutes a scored lead.
“These leads have already been logged!” says the exasperated marketer. “But they haven’t been logged for me!” replies the frustrated sales rep. In fact, both the marketer and the sales rep are correct.
As your marketing team begins generating leads at the top of the funnel, germany email list these Marketing Qualified Leads (MQLs) will begin the nurturing process to become Sales Qualified Leads (SQLs). Of course, MQLs will have their own scoring process.
For example, here are Hubspot’s main scoring settings:
(Source: Hubspot)
However, just knowing that an MQL has moved to SQL status isn’t enough for a sales rep to make any informed decisions about the priority of that lead. All the SDR knows is that the lead has been sales qualified in some way.
In addition to the data of the MQL, your lead scoring needs to have other qualifiers. These criteria need to reflect the reality of what your SDRs experience on a daily basis. For example, your sales score might include the following:
Budget: Can they afford your product?
Authority: Is this the decision maker?
One of the reasons for misalignment between marketing and sales is the two different paradigms for what constitutes a scored lead.
“These leads have already been logged!” says the exasperated marketer. “But they haven’t been logged for me!” replies the frustrated sales rep. In fact, both the marketer and the sales rep are correct.
As your marketing team begins generating leads at the top of the funnel, germany email list these Marketing Qualified Leads (MQLs) will begin the nurturing process to become Sales Qualified Leads (SQLs). Of course, MQLs will have their own scoring process.
For example, here are Hubspot’s main scoring settings:
(Source: Hubspot)
However, just knowing that an MQL has moved to SQL status isn’t enough for a sales rep to make any informed decisions about the priority of that lead. All the SDR knows is that the lead has been sales qualified in some way.
In addition to the data of the MQL, your lead scoring needs to have other qualifiers. These criteria need to reflect the reality of what your SDRs experience on a daily basis. For example, your sales score might include the following:
Budget: Can they afford your product?
Authority: Is this the decision maker?