Lead Management
Lead Scoring
What is it? Why is it important? How LeadMaster can help?
Lead scoring is the process of analyzing a sales lead to determine the best way of satisfying that potential customer.
There are four primary steps in the process:
- Validate the Data
- Supplement the Data
- Categorize, Segment and Score the Data
- Channel Assignment
Step One - Validate the Data
This is especially important for leads that come in from the web such as landing pages. Many times people will put in false information simply to gain access to the incentive - such as a white paper.
LeadMaster makes it easy to visually validate your data.
Step Two - Supplement the Data
The most common form is to add credit score information but there is a host of other options and data sources available - OneSource, D&B, etc.
The LeadMaster lead management system has two utilities that will help. They are 'File Update Maintenance' and the 'Append'. File update will replace existing data in the LeadMaster system with new data. Append will add data to existing records. Not all CRM systems make it as easy to do as LeadMaster.
Step Three - Categorizing, Segment and Score the Data
For example you may want to determine whether the customer is a consumer or a business. If a business, you may want to further categorize by industry. Then you may wish to segment by size, geographic location etc. There are many ways to segment your customer. Knowing which customer segment is your best target market is key to knowing how to properly segment your market.
LeadMaster makes it easy to segment your data virtually any way you choose. And best of all, that capability is built-in. You don't have to purchase an add-on application.
Because LeadMaster is completely customizable you can score your lead data any way you want - A, B, C or Hot, Warm, Cold, or any way you like.
Step Four - Channel Assignment
Determine which channel is best suited to fulfill the customer's requirements. You may already be doing business with a business customer or one of their divisions. You may want to assign customers by zip code. If you have both direct and partner sales you may want to first examine the size of company to determine whether the lead should go to direct sales or a partner.
LeadMaster offers multi-tier distribution. For example, a manufacturing company might sell their products through a direct sales force, a dealer network and through manufacturer's reps. The LeadMaster system makes it easy to score and distribute leads to all three sales channels.
Being able to automate your lead scoring with workflow automation is a 'best practice' in sales lead management.
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Give us a call at 800-699-4164 and we'll connect you with one of our CRM experts. We've helped hundreds of companies just like yours. Don't waste another day, give us a call - you'll be glad you did.