Gartner Research

CMO Insight: Propel B2B Revenue With Predictive Lead Scoring Techniques

Published: 22 September 2016

ID: G00311410

Analyst(s): Adam Sarner


Predictive lead scoring can drive substantial revenue growth. To position their organizations for success using this new approach, B2B CMOs must demonstrate its proven business value, build a cross-functional team and empower smarter vendor evaluations.

Table Of Contents


What You Need to Know

  • Demonstrate the Value of Predictive Analytics
  • Empower a Single Owner of Predictive Lead Scoring Methodology
  • Orchestrate Early Cross-Functional Collaborations
  • Look Beyond Typical Vendor Criteria

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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