Scoring Reset: Diagnosis And Corrective Action

September 7th, 2023

Amy Hawthorne Principal Analyst

Terry Flaherty VP, Principal Analyst

With contributors:

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

Summary

Many B2B marketers use inaccurate scoring models or struggle to determine whether their model is prioritizing the right people or opportunities. Organizations should devote cross-functional effort to developing their scoring models and associated scoring processes. Scoring failures typically indicate a faulty approach to scoring implementation, as marketers rush to start scoring individuals without fully realizing what is required to do so successfully. Scoring must be managed as a series of experiments, characterized by a pragmatic, evidence-based approach. In this report, we describe five dimensions of scoring failure and outline appropriate corrective actions.

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