3 Replies Latest reply on Sep 22, 2016 5:27 PM by Frank Elley

    Anyone have experience with Account Scoring?

      Hey Everyone - Does anyone have any experience with Account Scoring? We've already implemented Lead Scoring, and have it flowing into SFDC. As a next step, we'd like to implement account scoring, so our sales team can get an idea on what accounts to go after.

        • Re: Anyone have experience with Account Scoring?
          Frank Elley

          Of course, Marketo has announced ABM features to support this. In the interim, I've done some crude account scoring this way: we score leads and contacts. So in SFDC, I run an "account with contacts" list for the rep, and add the behavioral score as one column and the quality score as another. Summarize these columns by averaging. So you hide details in the report, so you're just looking at the accounts, you can see the average scores of contacts in the accounts. The accounts with the higher quality scores are the ones where you have more quality contacts in your target industries (if that's what you're scoring on). And the accounts with the higher behavioral scores are the ones who are interacting the most with you (web site visits, downloading assets, showing up at events ... again, whatever you're scoring on). Not a substitute for more robust account scoring via Marketo or other vendors, but it does have the potential to stack-rank the accounts you already know about.

            • Re: Anyone have experience with Account Scoring?

              Hi Frank, That's awesome. But is there a way that we can also include our leads in this score?

                • Re: Anyone have experience with Account Scoring?
                  Frank Elley

                  Being able to include leads in an account score depends on having a reliable method of definitively associating a gaggle of leads to a single account record. So that's when, IMHO, you need to wait for Marketo ABM (or again, other vendors do this). Sure, you could export out customer names and website domains and then put those into a smartlist that matches against company name and email domain for leads ... and then export the matching leads out with their scores and manipulate the scores in Excel. But the results are not likely to be compelling to your stakeholders, nor scalable for you. What I've done with the SFDC report -- just averaging scores of the contacts in an account -- is quick and reproducible ... low-hanging fruit. In particular, you get behavioral scores one when a contact actually does something to interact with you. So it can be a useful wakeup call to realize, say, that you may have a lot of contacts but they have very little measurable interaction with you.