Prospect Scoring Decision Support

February 1st, 2018

Summary

Over the past decade, B2B organizations’ approaches to lead scoring have evolved significantly. From traditional rules-based models to models developed via machine learning and predictive technologies (generally focused on accounts) to scores presented as letters, numbers and other creative visuals, available models and technology implementation options have grown significantly. While Forresters’ data shows scoring has received widespread adoption (89 percent according to the 2016 State of Marketing Automation Study), adoption does not always equal success.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.