Historically, marketers evaluate their lead generation vendors based on a traditional progression model.
While booked revenue IS the top priority, too often, the traditional scoring model causes “responsibility confusion.” A Lead Gen vendor’s job is to deliver leads that:
- Match a previously agreed upon ICP
- Contain accurate contact information
- Deliver quickly, cost-effectively and securely
Only recently has intent and predictive analytics evolved from a nice to have to a need to have with the goal of accelerating lead conversions to MQLs