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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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.