Lead scoring and marketing automation fall short...
Lead scoring can bring many immediate benefits to an organization. It allows companies to structure data from many sources – creating order and direction; it helps companies identify the most responsive individuals in campaigns; it creates qualified leads for sales team, etc.
Lead scoring can also be a “false positive”. Finding the “most responsive individual” is often a misleading positive indicator. This can be seen in companies where consumers respond very favorably to business-to-business offers. The company may see strong response rates in a campaign only to be disappointed by high maintenance costs, low profit and lousy life-time-value.
Lead scoring is most beneficial when it is aligned with a strategic customer model. This approach is based on taking a long-term view of the value of a customer, the size of the available market and “mapping” it back to campaign models, lead scoring efforts, routes-to-market, etc.. Only then will companies avoid the “strategy gap” and obtain the real benefits of their lead scoring efforts.
If your experience reflects what I've noted above and you want help aligning your lead scoring and marketing automation efforts with a strategic customer model, send a private note to email@example.com and I'll respond the same day.