Companies must quantify the value of leads, or prospect assets, based on their expected value.
Lead scoring systems make the top end of the sales funnel more efficient by enabling marketing to organize, prioritize and nurture leads before they are given to sales.
Lead scores can track prospects’ behavior, including web and promotion response activity, creating dynamic scores that can increase or decrease over time.
Lead scoring will continue to advance as more marketers adopt the process and refine the tactics. Eventually, a company’s score will include immediate and historical interest, ultimately becoming a dynamic Company Score, which is an aggregate of scores from past and present interactions with the contacts at a given company.
