Writing the Lead Scoring Rules

How great it would be if you could unwrap a brand-new box of marketing automation or CRM technology, plug in a few cables, hit "Start" and have your demand generation dreams come true before your eyes before you could even throw away the plastic wrapping?
Anyone who’s had even the mildest exposure to these powerful technologies knows this isn’t how it works. Without the people and the process, the technology is hard to, well...unleash.
SiriusDecisions Analyst Jonathan Block reminded us of this in a recent Webinar we hosted at Bulldog called "How Marketers Can “Fill the Gap” Between the Promise and Reality of Marketing Automation." You can view the event on demand here.
Jonathan and Heather Hoetger, our VP of Strategic Accounts, talked about the challenges companies face in getting the maximum benefits out of marketing technology investments, and gave some examples of companies that have been able to move to the next level. Giving an instance to illustrate why people matter as much as technology and process, and how they are intertwined when it comes to successful deployment, Jonathan noted: "Lead scoring is only as good as the processes between sales and marketing and also, only as good as the knowledge within your marketing staff to be able to write those rules."