The marketing and the sales team were having difficulties agreeing on the mutual definition or constant tension about the lead quality which resulted in affecting the company’s bottom line negatively – revenue.
Digital Di Consultants got into working sessions with the key stakeholders from Sales and Marketing (Marketing Director, MOPs, Sales Director, and Sales operations manager) to understand the current status of lead qualification, and the objectives for setting up the multi-dimensional lead scoring model that measures the qualification as well as the interest level of the users. In these working sessions, role play activity was done by the Sales which helped Digital Di Consultants’ team understand the scoring parameters of the lead qualification.
Scoring Module: These working sessions helped in incorporating marketing and sales key opinions as well as lead scoring that moves prospects through the funnel using activity triggers. We laid out a plan considering the following parameters:
The Digital Di Consultants team worked closely with the Sales and Marketing team to implement the lead-scoring module in the automation platform. The synergy between the teams helped in aligning most parts of the module and both the teams felt that they were given importance.