Best Practice Report

Prospect Scoring Decision Support

February 1st, 2018


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.

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