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Grades

Concept

Grades are based on explicit information about the prospect (industry, title, company size, etc.) whereas scores are based on implicit activities (pages viewed, forms completed, etc.) performed. Grade shows how well a prospect fits your ideal prospect profile.

Instructions

A baseline grade of ‘D’ is automatically assigned to the prospect when they convert. This, however, is not shown until it changes either positively or negatively at least once. Grades are based on explicit information about the prospect whereas scores are based on implicit activities performed. Possible grades:

  • A+
  • A (Great)
  • A-
  • B+
  • B (Good)
  • B-
  • C+
  • C (Average)
  • C-
  • D+
  • D (Below Average or Not Graded)
  • D-
  • F (Poor)

It is important to incorporate a methodology for how grading works in your organization by way of custom profiles. The following are example grade adjustments based on prospect information matching desired values:

Industry, increase/decrease by a partial grade
Department, increase/decrease by a partial grade
Job title, increase/decrease by a partial grade
Company size, increase/decrease by a partial grade
Location, increase/decrease by a partial grade

Again, it is important to develop a process specific to your organization. Grading can be automated with automation rules (e.g. if job title contains ‘marketing’, increase the grade by a partial letter through the profile criteria match).