Modern Marketing Blog

Checking the Health of Your Lead Scoring Model [CHART]

March 3, 2013 By: Taha Sheikh

With spring just around the corner, it’s a good time to check in on New Year’s resolutions. Not surprisingly, one of the most common resolutions is a renewed focus on health and fitness, but who’s to say that’s limited to your personal well-being. In Modern Marketing, the health of your lead scoring model has a big impact on your ability to score leads, and determines the effectiveness of your revenue engine as you pass those leads over to sales.

This week we analyzed Eloqua customers using the new E10 Lead Scoring Engine, to measure the average Score Diversity of their lead scoring models. Score Diversity examines the 16 possible co-dynamic scores (A1-A4, B1-B4, C1-C4, D1-D4) and determines the percentage of those scores with at least one lead.

For example: If a lead scoring model only has A1 leads, it has a Score Diversity of 1 / 16 or 6.25%.  Although one would think this is an indicator of good health, our analysis reveals a fairly even distribution of lead scoring models with feeble, average and robust health using this metric.


This provides interesting insights into the profile and engagement criteria used to develop the lead scoring models in each category. On one end of the spectrum, lead scoring models with feeble Score Diversity indicate a heavy reliance on a single dimension of scoring, perhaps looking at specific profile criteria such as a only “Vice President” job titles with varying levels of engagement. Conversely, there are just as many robust lead scoring models that did a great job of fine tuning their profile and engagement criteria to maximize the distribution of leads across the 16 possible co-dynamic scores.

Remember, lead scoring is an objective ranking of one sales lead against another. Having a lead scoring model with high Score Diversity can help ensure the best leads are followed-up on immediately by prioritizing leads according to revenue potential and buyer readiness.

Curious about where your lead scoring models stack up?  Have a look at the Lead Scoring Dashboard in your Eloqua install for a quick check-up and find out if you’re doing a good job staying healthy.


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