In a tough economy, successful marketers focus on sales optimization. Lead scoring in a must-have to becoming more optimized - leading to higher close ratios, shortened sales cycles and more accountability between marketing and sales. Learn how to: •Develop a lead scoring framework for your organization. •Set up basic lead scoring in Salesforce.com.

1. Lead Scoring in Salesforce.com Part Two – Advanced Lead Scoring February 26, 2009 Manticore Technology, Inc. Confidential – Copyright 2009. All rights reserved.

4. Scoring Components Similarity of Lead to Target Market + Behavior lead has exhibited to indicate likelihood of purchase Build in Salesforce.com -OR- Demand Generation Solution Need Demand Generation Solution to Accomplish “ Fit” “ Interest” Last Week This Week

6. Build “Fit” Score Example: Expanded Model Criteria Data Source Max Points High Qual Mod Qual Low Qual Negative Qual Industry Web Form 20 Automotive 20 Auto Parts 5 CPG 20 Size Web Form 10 75k-100k emp 10 40k-50k 5 50k-75k emp 10 30k-40k 5 Region Web Form 10 North America 10 Infrastruct. Web Form/ Sales 20 Salesforce.com 20 Siebel -20 Sugar -20

16. Depreciation Table Period of Time % Depreciation of Interest Score for the period of time Depreciation should be running against all your leads and contacts to ensure recency of interest is incorporated

17. Common Salesforce Sync Mistake KEY POINT: Relativity of “Interest” and “Fit” Score to one another is critical – deliver it to your sales team! EXAMPLE: Salesforce.com Field: QUESTION: What insight does sales have to the lead’s “fit” and “interest”? ANSWER: NONE! To be effective, sync, “Fit”, “Interest”, & Total Score into individual fields so that sales has insight into how the components create the score

21. Advanced Lead Scoring Implement, Analyze & Improve! Michaela Dempsey Director of Marketing, Intellitactics