Building Sales And Improving Productivity With Lead Scoring
Lead scoring - ranking sales leads by relative value - is highly individualized, even for CRM. A successful system therefore takes effort to develop. It's an endeavor, though, that can pay big dividends on your bottom line. "Lead scoring is very powerful," said George Hu, executive vice-president of marketing and products at Salesforce.com Inc. "It is being used by many of the customers, definitely by more of the advanced customers." One counterintuitive problem about generating leads is creating too many of them. This can overwhelm the sales force with mostly low-quality leads.