Moving Past the Points Game: Real Scoring in a Engagement-First World
with Mary Batchelder, Nadia Davis, and Misha Salkinder
About the Event
In the sixth episode of Hitchhiker’s Guide to Marketing Analytics, Mary Batchelder (Marketing Ops), Nadia Davis (VP of Marketing), and Misha Salkinder (Data Strategy) discuss a crawl-walk-run approach to lead and account scoring that minimizes bias, effectively prioritizes sales and marketing resources, and takes into account intent, fit, and engagement.
In this episode, we unpack the promise and painful reality of lead scoring—from the well-intentioned models that never earned sales’ trust to the hybrid frameworks that looked great in theory but broke under pressure. Mary, Misha, and Nadia share their learnings from years in the trenches. We explore what happens when teams try to get more sophisticated—adding ABM intent, enrichment, and buyer journey mapping—only to find that complexity doesn’t guarantee clarity. You’ll hear how one team ditched static rules in favor of behavioral modeling and why the real win wasn’t the score itself, but the trust and transparency it created. Whether you’re stuck maintaining a scoring system no one believes in or wondering what “good” could actually look like, this episode offers a candid look at what works, what doesn’t, and where we go from here.
