Your prospects are deluged with information. They have virtually infinite sources for researching and identifying solutions. To successfully reach these potential buyers, you need to start by putting your future customers—whether they buy this month, next month, or next year—at the beginning of every strategy and tactic that you pursue. Chances are, most of your one-dimensional scoring is based on the profile of the lead, although there may be some measures of engagement included as well. This briefing document lays out a framework for developing a customer-centric lead scoring strategy. It describes how you can incorporate additional dimensions to your lead scoring to assess the engagement of the lead, which is a measure of the lead's interest and willingness to interact with you.

Why View It?
By isolating these different attributes of the lead, you will have a process that is more testable, more tunable and more effective. You will have made great strides toward creating a customer-centric organization.