Many organizations tend to find themselves in cyclical debates around what makes a good lead, but these conflicts can be diffused with a common definition that both sales and marketing trust. Predictive scoring provides an objective, data-driven method for determining if a prospect is a good fit to buy a product and whether they are likely to convert soon, building confidence in the scores – eliminating the finger-pointing that’s so common.
Over the years we’ve had the opportunity to work with amazing companies like Host Analytics, New Relic and Zendesk that are part of the movement shaping the future of predictive for sales and marketing. This playbook highlights best practices that veteran customer Host Analytics has used to bridge the sales and marketing divide through executive dashboards, MQL-based compensation plans, marketing mix optimization, and more.
Inside you’ll learn how to:
- Leverage predictive to redefine your definition of a marketing-qualified lead (MQL)
- Create dashboards that key stakeholders can use to inform decision-making
- Test-and-invest in a variety of different marketing campaigns to deliver the highest quality leads to sales
This is a playbook we often recommend when companies are ready to accelerate their predictive journey, and want to turn their scores into a common vocabulary that informs a variety of different sales and marketing programs. We also have other playbooks for analyzing a model’s performance, sales prioritization, filtering, expansion, nurture, customer support, and test and invest.
If you’d like to learn more, contact us and we’d be happy to connect.