When evaluating inbound leads to send to the sales team, lead scoring and grading work together to help you determine your ideal prospects. While scoring happens automatically, without any real setup required unless you want to fine tune it with additional personalization, setting up a grading profile is a bit more of an art. Since grading is designed to help you determine how well a prospect fits your organization, you may want to personalize your criteria beyond the defaults provided by Prospect Insight. It is recommended that sales and marketing collaborate to come up with the criteria and set forth a unified vision of what constitutes a “good lead.”
Sales Lead Insights put together a list of potential grading criteria seen used around the industry to help you build your own grading profile. Here are some of the suggestions:
- Consider both firmographics (items relating to a target company like industry or company size) and demographics (items relating to a specific person like job title)
- Consider the prospect’s role in the purchasing decision
- Consider the fit – does your product meet or exceed their requirements?
- Consider the prospect’s available budget
- Consider the revenue potential of the deal
Some of these items may be immediately obvious, and great candidates for automation, based on information collected on forms. Other items, like budget and timeline, may become more clear once a sales representative has made contact. Though not as applicable to the sales handoff, it is still beneficial to update the grading criteria as you learn more about a prospect. This will help the sales team prioritize follow-up calls and allow both teams to start tracking overall trends.