Measure Lead Scoring Performance

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Anonymous
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Measure Lead Scoring Performance

How do you measure lead scoring performance in your organization today? 

How often do you adjust your scoring model?
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Anonymous
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Re: Measure Lead Scoring Performance

Hi Patrick,

It definitely depends on your situation. I usually watch this about once a month and then adjust the MQL threshold. I then reported on the number of leads which MQLd > Passed to Sales > SAL > Opps > Won

If you've had your model running for a bit, then you should be able to do some testing to see what behaviors, scores, etc are driving the Won$.

I have a couple of posts on this
http://www.marketingrockstarguides.com/how-to-build-a-lead-scoring-system-in-marketo-254/

which may help you.
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Anonymous
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Re: Measure Lead Scoring Performance

Josh is right, it definitely depends on your business situation. We usually measure our lead scoring performance based on a blend of feedback from sales, funnel contribution, opportunity conversion rates, and opp win/loss ratios. How often you change your scoring model really depends on your sales cycle. You don't want to make major changes too often/consecutively within your business's typical sales cycle or you'll have difficulty measuring its performance accurately.