My Lead-Scoring Framework That Sales and Marketing Actually Agree On

In the fast-paced world of startups, sales and marketing teams often find themselves at odds when it comes to lead scoring. Marketing wants to cast a wide net and generate as many leads as possible, while sales prefers to focus on the most qualified prospects. This disconnect can lead to wasted resources, missed opportunities, and strained relationships between the two teams.

As a product marketing professional, I've learned that bridging this gap is crucial for success. Over the years, I've developed a framework for creating a lead-scoring model that satisfies both teams and drives revenue growth. Here's how I approach it:

Step 1: Align on Definitions

The first step in my framework is to ensure that sales and marketing are on the same page when it comes to defining key terms. What constitutes a "lead"? What qualifies as a "marketing qualified lead" (MQL) or a "sales qualified lead" (SQL)? By establishing clear definitions upfront, we can avoid confusion and misalignment down the line.

Step 2: Identify Key Attributes

Next, I work with both teams to identify the key attributes that indicate a prospect's likelihood to convert. These attributes can be demographic (e.g., company size, industry, job title), behavioral (e.g., website interactions, content engagement, event attendance), or a combination of both. The key is to focus on attributes that are relevant to your specific product or service and target market.

Step 3: Assign Weights and Thresholds

Once we've identified the key attributes, I collaborate with sales and marketing to assign weights and thresholds. Each attribute is given a weight based on its relative importance, and thresholds are set to determine when a lead becomes an MQL or SQL. This process requires open communication and a willingness to compromise, as both teams may have different perspectives on what constitutes a "hot" lead.

Step 4: Continuously Optimize

The final step in my framework is to continuously optimize the lead-scoring model based on real-world data and feedback from both teams. I regularly analyze conversion rates, sales cycle lengths, and other metrics to identify areas for improvement. I also solicit feedback from sales and marketing reps to understand what's working and what's not.

By following this framework, I've been able to create lead-scoring models that align sales and marketing teams, improve lead quality, and ultimately drive revenue growth. It's a process that requires patience, collaboration, and a willingness to adapt, but the payoff is well worth the effort.

Conclusion

In the fast-paced world of startups, aligning sales and marketing teams on lead scoring is essential for success. By establishing clear definitions, identifying key attributes, assigning weights and thresholds, and continuously optimizing, you can create a lead-scoring model that satisfies both teams and drives revenue growth. It's a framework that has served me well throughout my career, and I encourage other product marketing professionals to give it a try.