Lead scoring models are powerful tools for prioritization, but they are not static. Building a lead scoring recalibration process is essential for adapting to market changes and ensuring your scoring model remains accurate and effective over time. Without regular review and adjustment, an outdated scoring model can misprioritize leads, leading to wasted sales effort and missed opportunities.
A robust lead scoring recalibration process includes:
Regular Performance Review (e.g., Quarterly/Bi-annually): Analyze how well your current lead scoring model is performing. Key questions to ask:
Are the highest-scoring leads converting at a significantly higher rate?
Are low-scoring leads consistently not converting?
Are too many MQLs being rejected by sales?
Are sales teams complaining about lead quality?
Analyze Closed-Won vs. Closed-Lost Data: This is your most costa rica phone number list valuable feedback. What characteristics and behaviors are common among your best customers that the scoring model might not be weighting heavily enough? Conversely, what characteristics are common among lost deals?
Incorporate Sales Feedback: Establish a formal mechanism for sales to provide detailed feedback on lead quality. This qualitative data is crucial for refining scores.
Adjust Point Values & Triggers: Based on performance and feedback, modify the points assigned to specific lead attributes (e.g., job title, industry) or behaviors (e.g., visited pricing page, attended specific webinar).
Review Decay Model: Is your lead decay model appropriately reflecting fading interest? Adjust decay rates if necessary.
Consider New Data Sources/Signals: As new lead generation channels emerge or as your product evolves, evaluate if new data points (e.g., intent data, in-app usage) should be incorporated into the scoring.
Test and Validate: Before fully implementing major changes, test new scoring rules on a segment of leads to ensure they perform as expected.
Communicate Changes: Inform both marketing and sales teams about any updates to the lead scoring model, explaining the rationale behind the changes.
By systematically recalibrating your lead scoring model, businesses ensure that their lead prioritization remains agile, accurate, and aligned with current market dynamics and sales realities, ultimately leading to more efficient sales operations and higher lead conversion rates.