Lead scoring is an objective ranking of a sales lead which allows it to be compared to your other sales leads. This allows for your marketing and sales professionals to easily identify where in the buying cycle each prospect is and to prioritize between leads and therefore follow-up and respond appropriately.
Lead scoring facilitates more efficient and effective alignment between your sales and marketing teams. Having the objective ranking, jointly established, allows for an agreed definition of a high quality lead. This creates a basis for the exchange of feedback on the quality of leads being passed to sales. Over time, this will help ensure that your marketing team passes on the best leads which can then be followed-up with by allowing prioritisation by the buyer readiness, interest and revenue potential.