Marketing Confession: I Never Revisit My Lead Scoring

Marketing Confession: I Never Revisit My Lead Scoring

Dear Irene,

All the best practices on lead scoring say it needs to be an iterative process. I know I’m supposed to revisit things every once in a while to make sure the model is working. I’m a marketer in the 21st century; I’m supposed to learn from the data and get better. I get it. I know.

In reality, I’m just trying to get through a mountain of work each day, and half of it is on fire. Which tends to make actually getting lead scoring right a far off dream.

Logically, I know it’s important, but it’s really hard to make lead scoring a priority without seeing results, but to see results, you need to be systematic. It’s a vicious cycle and I’m just not winning.

Any advice?

Sincerely,
Struggling to Score

——————————-

Dear Struggling to Score,

Le sigh. I think we’ve all been here. I know I have. #thestruggleisreal

And here’s what I think you can (realistically) do:

  • Accept that real-world marketing is fast, messy and always just about to miss a deadline. If you’re generating qualified leads for your sales team, stop and give yourself a pat on the back. That’s way more important (and much harder to do) than putting together a fancy PPT deck outlining the “ideal” theoretical lead scoring model that will never be implemented. Save that sh*t for grad school.
  • That being said, you don’t have to stagnate either. Focus on incremental changes that add up over time. Don’t think about it as “redoing your lead scoring model”; think about it as “tweaking this one thing to see if it helps”. Do that on a regular basis and you should start to see some progress.
  • Put stuff in your calendar. There’s a universal truth to the typical marketer’s day: if it’s a scheduled meeting, it’s gonna happen, whether it’s useful or not. So take ten minutes right now (really, do it now) to pre-plan periodic checkpoints with sales leadership, quarterly working sessions and ten-minute monthly review cycles.
  • Make sure you know where you’re going. This means you need to know your goals: how many leads do you need to generate? What conversion rate are you targeting from stage to stage? As you make those incremental adjustments, use your pre-planned monthly reviews to measure results and see which changes pushed the needle in the right direction.

meme: you're putting lead scoring on a pedestal

You’ve been putting lead scoring on a pedestal. Stop. And finally, lean on MTS. You don’t have to do this alone. We’re here to help. Check out a couple of our resources:

You’ve got this.

Always on your side,
Irene

Subscribe To Our Newsletter

Subscribe To Our Newsletter

Want BS-free marketing tips delivered right to your inbox?

You have Successfully Subscribed!

Subscribe To Our Newsletter

Join our mailing list to receive the latest news and updates from our team.

You have Successfully Subscribed!