Gartner Research

Ignition Guide to Improving Your Lead Qualification Process

Published: 28 March 2019

ID: G00705731

Analyst(s): Marketing Research Team


Despite putting in immense efforts, most organizations still struggle to generate high-quality leads for sellers to follow up on. This guide will help B2B marketing leaders upgrade their lead qualification process by applying progressive lead scoring and management practices.

Table Of Contents



Before You Start

Common Pitfalls and Keys to Success

Step 1 of 4: Prioritize the Types of Scoring Rules to be Used for Qualifying Leads


Step 2 of 4: Identify and Distribute Points to Specific Scoring Criteria Based on the Scoring Rules


Step 3 of 4: Define Follow-Up Actions Based on Lead Scores


Step 4 of 4: Establish Mechanisms for Ongoing Sales and Marketing Collaboration to Continually Improve the Lead Management Process


Review Your Performance

Recommended by the Authors

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