Gartner Research

Ignition Guide to Developing a Lead Qualification Scorecard

Published: 19 April 2017

ID: G00340802

Analyst(s): Marketing Research Team


Despite immense effort, most B2B organizations struggle to generate high-quality leads for sellers to act on. This guide will help B2B marketing leaders upgrade existing lead qualification processes by applying best practices in lead scoring and management.

Table Of Contents



Before You Start

Common Pitfalls and Keys to Success

Step 1 of 3: Prioritize Lead Scoring Categories


Step 2 of 3: Identify and Distribute Points to the Scoring Criteria for Each Category


Step 3 of 3: Build Consensus on the Lead Scoring Methodology With Sales


Review Your Performance

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