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Stop The Lead Scoring Madness
I recently came across a lead scoring article on the Mattermark blog that reminded me of a post I’ve been wanting to write for a while: the way nearly everyone is doing lead scoring is totally wrong. In the modern era of data-driven marketing where marketers boast about being able to connect every penny of…
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Before you agree to widening the top of your lead funnel…
Few things cause CMOs to panic more than hearing the dreaded phrase “we need to widen the lead funnel” from the head of sales. Or the CEO. Or maybe even the board. What they all really want is more qualified opportunities and ultimately more ARR. Maybe that means widening the funnel. Maybe not. But the…