B2B Marketers have been trying the same thing for ages and expecting different results. They develop a lead engagement score, and sales complains.
They change it, and sales still complains.
They use sales’ feedback, and is it better?
Nope.
Every. Single. Time.
Because many of our CRM systems split up person data across two, unconnected tables–leads and contacts–and how unreliable data entry is, it’s really hard to figure out whether someone is highly engaged when there are multiple records for the same individual.
Compounding the issue is the typical B2B buyer committee. According to Gartner, the average complex B2B solution sale involves 6-10 decision-makers.
Human bias is introduced into any model before it’s even built. That’s because we determine which information we’re collecting and what we ignore. Bias also influences the perception of the final lead scoring product. People are hardwired to remember negative experiences more than positive, so it takes very few negative interactions for a salesperson to throw your scoring model out the window.
So why are we still trying to measure intent at the contact/Individual level?
At CaliberMind, we decided to try something new. Let’s stop the insanity with a new way to qualify accounts.
In our article we’ll:
- Review why lead scoring hasn’t worked
- Introduce you to the marketing qualified account
- Give you several real-world examples to illustrate this new way of thinking
As always, let us know if we can help and stay healthy.
