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How Real-Time Online Sales Lead Scoring Drives A Competitive Edge

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By: Gerry Brown

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Sales lead scoring is a well-established business process that is especially common in B2B sales environments such as enterprise software or capital goods, which are characterized by lengthy and intricate sales processes. Qualifying-in the wrong customer in a B2B environment can be very expensive in these sectors.

Recently, sales lead scoring has been applied to consumer leads using statistical modeling to predict behavior and outcomes. Consumer lead scoring draws from the principles of traditional credit scoring, which is widely used to assess credit worthiness in the financial services industry. Credit scoring equates attributes such as credit history, defaults and legal judgements, and other details with an analysis and evaluation of the applicant

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