Lead Scoring and Grading in Account Engagement | Salesforce Trailhead

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Lead Scoring and Grading in Account Engagement

Scoring is great, but it’s only part of the lead qualification equation. Just because a lead is active and interested in you doesn’t mean they’re a good fit for your business. You also want to check how well your leads match your ideal customer profile.

Account Engagement assigns a letter grade to leads. A lead can earn anywhere from an F to an A+ ranging from worst to best. All prospects are assigned with a grade of D, and then their grade can increase or decrease based on how well they fit your ideal customer profile. Unlike scores that are based on implicit factors, grades are based on explicit factors and information leads supply about themselves. Most importantly, grades help align sales and marketing on the quality of their leads.

Default Profiles
All Account Engagement accounts come with a default profile that measures leads against five criteria.

Company size (2/3 letter grade)
Industry (2/3 letter grade)
Location (2/3 letter grade)
Job title (2/3 letter grade)
Department (2/3 letter grade)
All prospects are assigned the default profile upon creation. Since the default profile is already applied to every prospect, it’s a good idea to edit the default profile to match your ideal prospect profile.

Remember Lueng from Get Cloudy? Get Cloudy Consulting is a high-tech consulting firm that specializes in CRM implementations. Lueng is its marketing manager, and has been tasked with working with Alan, the sales manager, to create some grading criteria for Get Cloudy.

Here’s Leung’s grading criteria.

Grade

In Healthcare, Financial Services, or Professional Services verticals

Increase Letter Grade by 1/3

Job Title of Marketing Manager

Increase Letter Grade by 1/3

Competitor Email Address

Decrease Letter Grade by 2/3

And here’s Alan’s criteria.

Grade

Interested in Sales Cloud, Service Cloud, Marketing Cloud, and Communities

Increase Letter Grade by 1/3

C-Level Executive

Increase Letter Grade by 1/3

Small Company (less than 20 people)

Decrease Letter Grade by 2/3

Once they agree on the grading criteria, they adjust the default profile to make sure all of their criteria is represented.

Navigate to Prospects | Segmentation | Profiles.
Select theicon for the default profile.
Click Edit.
Adjust the grade weights (⅓, ⅔, 1) in the default profile to reflect the following:
Adjust Company Size weight to 2/3 letter.
Delete the Location criteria.
Change Job Title weight to 1.
Leave Department weight at ⅔
Change Industry weight to 1.
Select Save profile.
Create a Custom Profile
Lueng has seen success by applying the default profile to her general audience. But she decides to build a custom profile to target Get Cloudy’s partner audience and grade them separately on different metrics. After meeting with Alan and hearing from the Get Cloudy sales team, Lueng is ready to build the Get Cloudy custom partner profile.

The most important part of the custom partner profile is the potential partner’s area of expertise. Right now, Get Cloudy is focused on recruiting Marketing Cloud partners, so Lueng builds a profile around the custom field Salesforce Cloud Experience. Before she builds the profile she needs to create the custom field first. In this case, she makes a Salesforce Cloud Experience custom field.

00:00 Introduction
00:21 Get Started with Lead Scoring
01:24 Einstein Scoring in Account Engagement
02:19 Get Started with Lead Grading