Lead Scoring: Fact or Fiction?

Over the last year, Lead Scoring has been gaining in popularity among B2B marketers as a means of screening off most of the inbound leads they generate and ensuring that the sales team only works with the most qualified leads. Now that companies have had these programs in place, the question many are asking is, does this actually work? Eloqua recently surveyed 10 of their customers who had used the lead scoring program for 6 months or more to find out what kind of impact lead scoring was having on revenue and opportunity conversion. They found that the number of opportunities sales worked on went down by 22.9%, while close ratio increased by 30.5%, average revenue per deal increased by 17%, and overall revenue increased by 17.8%.
Clearly, there are benefits to organizations that implement lead scoring. In my next posting, I will outline several recommendations on how you can get lead scoring up and running in your company.