Lead Attribution & Scoring

learn how to score and attribute leads

Figuring out lead attribution and scoring can sometimes feel like being a dog walker in NYC: you have a ton of dogs on leads that are getting all tangled up, and somehow you have to get them all to the same place - while remembering who owns which animal!

No matter how difficult it is to accurately score and attribute leads, it's incredibly important to figure this out so your organization doesn't waste time on unqualified prospects. Getting a system in place is imperative, and getting a good system in place can make your bottom line.

We sat down with Niels Fogt (tray.io) and Stephen Stouffer (SaaScend) to discuss the fundamentals of these lead routing steps, as well as how to make sure your organization is set up for success in your own implementation.

Discussion Topics

  • What are the first principles of lead attribution?

  • What's a foolproof way to initiate lead scoring at my organization?

  • How do I decide higher value associations with actions?

  • How can an attribution model help me make the most of my data, and how do I decide which model to use?

Key Takeaways

  • Involve ops leadership in regular pipeline analysis and strategy discussions at a leadership level

  • Attribution essentialism: most things are noise in your day to day, and you should pursue those until your process and data is in order!

  • Before MTA, get really good at first & last touch, and pipeline impact.

  • Lead attribution tips:

    • Your systems must be connected!

    • Prioritize data hygiene

    • Have a consistent (and scalable) process

  • Lead Scoring tips:

    • Leverage your historical data - and invest in your data team early

    • Operationalize it in SLAs

    • Consider demographics and intent/behaviour separately

Resources