Salesforce Lead Scoring 101
Salesforce lead scoring can be a huge advantage to any organization no matter what the size. It’s an easy way to help qualify leads and determine which leads should be converted. The question I get time and time again is whether or not it can be done without purchasing a marketing automation platform. The answer would be yes—however, there are some things to consider. If the only thing your organization wants to do is simply score leads to help with the conversion process, then that can be achieved fairly easy right within Salesforce. However, if your organization wants to score leads based on criteria from email click through rates or website visits, then a marketing automation system may be the ideal solution. In this discussion we will walk through how to create a simple Salesforce lead scoring process directly within your Salesforce instance. This is a very cost effective way to score leads and works well for smaller organizations that simply want a bit more automation. The two major things to consider when going with Salesforce lead scoring is the criteria in which your leads will be scored and the type of scoring involved (subjective or objective). One easy way to look at criteria would be to start with the BANT method. The BANT method looks at four components 1) Budget 2) Authority 3) Need and 4) Timing. To define this a little more in depth, let’s take a look at each criterion broken down:
- Budget: When considering budget it is always a good starting point to determine if the buyer has the ability to purchase your product or service. It is also important to consider whether or not the company is in a position to afford the new solution.
- Authority: Authority is important because it is pertinent to be knowledgeable about whether the person you are working with has the authority to make purchasing decisions. For example is this person a director level or higher? Does the lead know the person who is the key decision maker or report directly to that person?
- Need: Has a specific pain point been identified that would require your product or service? Does the company or industry fit with your product or service?
- Timing: This one is important yet simple. When do they need the product or service? For this component, it’s important to remember that the sooner the need the higher the score.
The above method is simply a guideline to help with the Salesforce lead scoring process. Using the BANT method or something similar allows you to then define the scores that you will assign and find what determines the above criteria for your organization. You may find yourself asking, “How does all of this work in Salesforce?” From a subjective route you would have all of your sales reps enter the scores manually based on criteria and ‘gut feeling’, then have the total score automatically calculated. From an objective stand point the process would be automated based on certain values being selected on the lead that then calculate for you. An objective approach is always recommended because it not only makes for a more streamlined process but it allows your organization to run more accurate analytics around leads. Below is an example of what Salesforce lead scoring would look like:
Therefore, it is a simple solution to qualify and score leads directly within Salesforce. With tools such as the process builder, workflows and formula fields automating this process has never been easier. Once the criteria are in place, it is as simple as defining the logic, building the fields and monitoring the data. Lead scoring is also a great way to automate other processes such as lead assignment. Before determining the solution to score leads directly in Salesforce, always consider other factors that you may want to capture that help drive the total score.