Which modification to the current lead qualification process should a consultant recommend?

Universal Containers has implemented a lead qualification process that uses a lead scoring formula. Upon review, many of the converted leads with the highest scores had little interest in making a purchase.

Which modification to the current lead qualification process should a consultant recommend?
A . Include a measure for the number of marketing touches.
B . Increase points for actions that Indicate Intent.
C . Evaluate each record against the target marketing persona.

Answer: B

Explanation:

When leads with high scores do not convert as expected, it suggests that the scoring model may not effectively measure purchase intent. Adjusting the lead scoring formula to assign higher points for actions that indicate strong intent (such as downloading a whitepaper or requesting a demo) can improve the accuracy of the scoring process, ensuring that highly interested leads are prioritized. Including a measure of marketing touches or evaluating against personas could also help, but increasing points for high-intent actions directly addresses the issue of prioritizing leads based on purchase readiness.

Salesforce Documentation

Reference: Lead Scoring Best Practices

Improving Lead Qualification