Best Practice Report

The Prospect Scoring Framework

January 1st, 2018


Forresters’ 2016 State of Marketing Automation Study showed a marketing automation adoption rate of more than 89 percent among B2B organizations, with 67 percent having multiple scoring models. Scoring adoption does not equal success; many scoring models fail or go unused, causing sales to lack confidence in the prospects being qualified. The Scoring Framework ensures that all the required elements are in place for a successful scoring program.

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