I strongly agree with Rhoan. #2 is the most important step. An effective lead scoring program can literally double a sales rep’s productivity. An ineffective program, at best, is ignored by the sales team and, at worst, can send reps down the wrong path, pursuing bad prospects.
Here's a blog post that attempts to lay out the process for developing a lead scoring system that works:
My recommendations are:
1. Document existing scoring model
2. Highlight the points that require most attention
3. Identify the elements that are working fine
4. Define which are the behaviours or demographics that need changes. Are you scoring too high or too low?
5. Identify all the other campaigns that would be impacted if you make changes (Qualification rules for Engagement Streams, Revenue Cycle Model, etc.)
6. Get sales to have a say and approve the new model
7. Define a strategy on how to deal with changes. Are you resetting scoring? Are you using negative scoring?
8. Document your planning and document your building
9. Build your scoring model with tokens - It will make your life easier
10. Have fun, scoring is awesome!