- Aberdeen Group
Lead scoring programs fail when the sales team is not involved in defining the MQL. MASS works with both marketing and sales teams to establish revenue goals, business rules, and build a program that allows the sales team to focus only on high quality leads and improve conversion opportunities.
Based on the past lead data, analytics data, and stakeholder interviews, MASS identifies the right implicit and explicit criterions that suit your workflow and revenue goals.
MASS maps lead flow & velocity to the score distribution in order to identify opportunities to improve the performance of Lead scoring model. This is built out as a framework. However, a practical limitation is include the BANT criterions that make it perfect for the sales team.