When we first installed Marketo, we were given advice to make our SalesInsight flames represent the lead score (Demo + Behavioral) and the stars represent Demo only.
We are now ready to install SalesInsight and can't remember the reasoning around that advice. My boss now wants to make the flames represent only Behavioral score, but I know we were told not to do that, and just can't remember why.
What are the best practices for this?
This depends on how the scores are computed.
If the demo score is computed each time a data changes on the lead, it will change often. Then you should not include it in the flames and have only the behavior score there.
If the demo score is just computed once, then you can have it in the flames.
I prefer the first solution.
You need to remember that the Flames = the speed at which the score changes vs. the entire database; while Stars = Lead Score vs. the entire database. You can adjust those percentiles in the Admin area.
The default is to use Lead Score instead of the individual scores. This ensures that the entire picture of a lead is used to help identify these leads to Sales. If you use just Behavior Score, then the Flames only represent the actions the lead took. This is probably ok in most cases since Behavior is the largest component of Lead Score in most scoring models. I would stick with the overall score, but it's up to you.
In my experience, zero sales people ever look at the Stars and Flames. They look at the MQLs or SQLs given to them in their lead list. They look at Tasks or Alerts assigned. If you have a dedicated prospector, then Lead Score is going to be their best filter anyway, but they can use Stars/Flames too if they like the Marketo tab.
i do see salespeople using stars and flames in my experience. Especially as a general guide as to who they should be calling. this is actually very important for many of my clients.