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February 2011


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Steve Gershik

Thanks for the comment, Jeff. It's an interesting perspective to think of scoring as answering the question, "what is a good lead?"

I think that scoring frameworks can help a company hone in on how they will rank and prioritize incoming responses. But without that critical feedback loop from sales, a scoring system is just a theory, proposed by marketing.


Great post, Steve. As I like to say, the purpose of lead scoring is to answer the question What is a good lead? But so many factors go into answering that question. Not just BANT but behaviors. Sales must give input. So you make a good point about combining all factors, adapting and getting sales on board.

Jeff Ogden, President
Find New Customers "Lead Generation Made Simple"
Check out our new cheat sheet 7 Keys to Successful Lead Nurturing at

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  • Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.

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