Scoring Model Updates: Change Management Required

September 12th, 2023

Amy Hawthorne Principal Analyst

Terry Flaherty VP, Principal Analyst

With contributors:

Steven Casey , Vicki Brown , Laura Cross , Maria Alexandrou , Arianne Burnette

Summary

Scoring is used to prioritize buyers and determine which buying groups will be sent to revenue development representatives (RDRs) or sales reps for their first human interaction. Scoring is an automated, scalable way to interpret buying signals to prioritize prospective opportunities and buying groups. It must be managed as an iterative process and continually refined to achieve success. A scoring model can be reset when it isn’t performing as intended and can’t be easily fixed. In this report, we describe a three-step process for adjusting a scoring model, managing the new model’s rollout, and making ongoing refinements to drive more efficient and reliable prospect prioritization with scoring.

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