Buying Group Scoring 101: What To Score And Why

April 1st, 2022

Amy Hawthorne Principal Analyst

Vicki Brown VP, Principal Analyst

With contributors:

Lisa Nakano , Maria Alexandrou , Arianne Burnette

Summary

Over the past several years, B2B organizations have adopted various methods to compare the readiness of prospective buying groups moving to the next stage in the B2B Revenue Waterfall. The process uses scoring models that examine multiple signals or data points to rank buying groups. Scoring is an automated, scalable way to interpret buying signals to prioritize prospective buying groups and determine which buying groups should be prioritized or promoted to the next stage of the waterfall. When determining promotion to different stages in the waterfall, teams should use multiple models of scoring (individual, account, and buying groups). In this report, we outline the foundations of scoring and discuss how to generate a model that accurately prioritizes demand.

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