Every lead has a score. You have compiled the data, trained your site to recognize actions that contribute to a lead score, and know what it takes to convert your leads to customers. But a score isn’t enough. If you have a lot of people or corporations filtering through your marketing pipeline, you need to know when it’s time to hand a client over from marketing to sales.
Answer these three questions to know when that time is:
1. What do you want the marketing department to do?
Every company wants their marketing department to handle a different array of responsibilities. For some companies, the goal is to get the lead score beyond a threshold point. Other companies want marketing to convert leads to subscribers and then hand off the lead. Well-established companies have a cyclical process so first-time customers still receive good marketing for recurring appeal.
2. Are there make or break factors besides the total score?
A good, clear way to use lead scoring is to set a threshold point. Once a lead has a certain positive score, it’s ready to be sent to sales. You can even automate the process so the salesperson responsible for a certain region or market receives a report of all new leads with the minimum necessary score.
But sometimes your leads need to have more than just a number. With smart scoring software or automated triggers, you can set make or break factors, such as subscribing or filling out a form. These points can supersede the total score to make the leads a priority or reroute them to a different sales person.
3. How much time do your salespeople have?
The more business you have, the higher your threshold can be. For example, if you have too many B leads, your salespeople only have time to look at the A’s. But if your business is just starting to pick up steam, then your salespeople can take on the A’s and the B’s. This also frees up your marketing team to cultivate new leads.
Contact us today for more organizational ideas to get the most out of your lead scoring.