Our client had a huge database of marketing leads that was not used in the most efficient way. Sales teams felt that they spent too much time and effort on qualifying leads which turned out not to be the right ones.
The internal teams wanted a more scientific way to qualify leads. Together we decided to score leads based on some relevant firmographic, demographic, and engagement data so that the leads that were more likely to become opportunities were given a higher score, indicating higher priority. The goal of this solution was to identify which are the leads with a higher probability of conversion, creating a focused nurturing strategy for the teams.