Summary
B2B organizations use scoring models to assess buying group readiness for progression in the Forrester B2B Revenue Waterfall™. These models analyze multiple signals to inform automated, scalable prioritization of prospective buying groups. Scoring helps determine which opportunities, with associated buying groups, to promote to the next stage of the waterfall. When determining promotion to different stages in the waterfall, revenue ecosystem teams should use multiple scoring models (individual, account, and buying group). In this report, we outline the foundations of scoring and discuss how to generate a model that accurately prioritizes opportunities for interaction with revenue teams.
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