Lead Scoring on SFDC Changes

[Itay_Billet4]

We're started implemeting lead scoring. Aside the obvious (Filled out form, visit key webpages, attended events, demographic, etc...), do you use lead scoring for lead status / opportunity stage changes? Several scenarios:

• Lead was accepted by the Team (status is changed from "New" to "Working")
• Lead is converted into a new opportunity
• Opportunity is closed lost

Thanks!

Itay

[Anonymous]

Itay - do you use a CRM package such as Salesforce. Is for have Marketo send the contact info and score to SF.  Within SF or similar package you can then set triggers to your sales stages.  This lets each automation package do what it is designed for - marketo drives the lead, salesforce manages the opportunity and sales process. Within Marketo you can have triggers that change the sales status though this should be driven by point scores.  An approach is to map out each activity type: direct mail, events, webinars, trade shows and go through the logic steps for each.  You can then determine at what point does a member (name) turn into a suspect (have performed a defined activity) and finally into a prospect (a cetain level of activity and also type and level thereof - fills out short and progressive long forms, attends an event and shows real interest, etc).

[Itay_Billet4]

Jim, we are using SFDC. I know how to implement this technically, just curious if it makes sense to add score on status changes (lead is converted into an opportunity, lead turns from MQL to SAL, etc...)