Company Lead Score

Company Lead Score

Aggregate the lead scores of contacts within an organization to create a Company Lead Score.

Marketo users are able to deliver content that helps progress relationships based on a contacts Lead Score.  However, we're unable to do the same based on the interest level across an organization.

Example:
Assume that the lead scores of 3 people from Disney progress because of certain actions taken:
Contact 1 - Downloaded a white paper about Oracle Financials - (Lead Score +5)
Contact 2 - Downloaded a white paper about Siebel  - (Lead Score +5)
Contact 3 - Downloaded a white paper about Salesforce.com - - (Lead Score +5)

Each contact's lead score is 5, however, their Aggregate Company Lead Score is 15.

If there was a Company Lead Score in Marketo that rolled up the lead scores of contacts within an organizaiton, users would be in a better position to act on companies where interest is high.

We are now using Company Lead score to drive our inside sales program.

29 Comments
Anonymous
Not applicable
You can even take this a step further: if someone from ESPN responds and then someone from ABC, those too should roll up to a parent company score - in this case Disney.
Anonymous
Not applicable
This is an excellent idea. Particuarly with respect to the example offered here. Most types of sales related to enterprise computing (SFDC, Oracle ERP, SAP etc....) there is no one or even two key individuals - there are a lot of people who might make different touch points and it would be good to look at it as a whole.
Anonymous
Not applicable
This is an excellent idea. Particuarly with respect to the example offered here. Most types of sales related to enterprise computing (SFDC, Oracle ERP, SAP etc....) there is no one or even two key individuals - there are a lot of people who might make different touch points and it would be good to look at it as a whole.
Anonymous
Not applicable
We currently do this manually for some clients, it would be great to have this available.
Anonymous
Not applicable
Fully agreed on the need to be able to change scores when many people from the same company become active. The point is that it reveals that the topic we adress is not only one person's but becomes a team's issue, making this prospect much more likely to become interested in buying.

An alternative would be to be able to add somescore points to all leads in the company, so that we avoid having multiple scores.
Anonymous
Not applicable
Fully agreed on the need to be able to change scores when many people from the same company become active. The point is that it reveals that the topic we adress is not only one person's but becomes a team's issue, making this prospect much more likely to become interested in buying.

An alternative would be to be able to add somescore points to all leads in the company, so that we avoid having multiple scores.
subscribing to this great idea
Anonymous
Not applicable
If aggregate is all you're looking for, you could do this via a SalesForce Accounts with Contacts report. Summarize the Lead Score column and then group by company name.
Anonymous
Not applicable
We're presently aggregating scores in a data warehouse that's integrated to Salesforce.com which connects to Marketo.  It would be better if the aggregate company lead score was generated within Marketo.  Live scoring would foster better automation and allow us to do more in Marketo instead of having to piece things together in separate environments; which adds cost and process to our formula and "Secret Sauce".

We're also looking at scores by Sector, Industry, and Sub-Industry to gauge what's resonating best with our audience.

Here are the scores we're managing outside of Marketo today that we'd like inside Marketo tomorrow:
- Company Level Lead Score
- Sector - Industry - Sub-Industry Lead Score

And what about Content Scoring?

Anonymous
Not applicable
Has anyone offered a solution for this?  We're currently doing this but outside of Marketo.  Would be great to achieve this within Marketo environment.