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Full Circle Insights

Scoring

Score Evaluation

In order for responses to be actionable by sales, Response Management has several flexible scoring settings that evaluate scores from many different sources and apply a calculated score to the lead, contact, campaign, or campaign member response record.  Scoring is additive.  You can configure RM to add fields from the lead or contact + the campaign + the campaign member.

Lead/Contact Scoring

Response Management evaluates whether a lead/contact has met the scoring threshold to be deemed an active response (i.e. is Marketing Qualified - MQL). Response Management can evaluate score criteria from several different fields on a lead or contact record and apply a calculated score via a formula field.  

For the majority of companies, the Marketing Automation application inserts a score (or scores) to scoring field(s) on the lead or contact. The FCCRM Threshold formula field on the lead or contact evaluates to threshold (Ex. 100) If the qualifying scoring criteria are met and 0 if they are not. The criteria for how the value in the FCCRM Threshold field is set can vary based on your business process.

If you are using one scoring field on the lead or contact you also have the ability for the FCCRM Threshold formula field to simply display the value in the lead/contact scoring field and set the threshold to your threshold for that field. (Example A)

Example A:  marketing automation assigns a score (numeric, i.e. 59 or lower does not meet threshold, 60 or higher meets threshold.

Example B: marketing automation score + grade (Pardot, Eloqua) used in a formula to derive value for FCCRM Threshold (100 or 0).

Example C: marketing automation score + value in a custom field used in a formula to derive value for FCCRM Threshold (100 or 0).  The custom field could be unique to your organization or could be supplied by a 3rd party like Lattice Engines, LeanData, etc.

Campaign Scoring

The “FCCRM Campaign Threshold” field holds the score you set for that Campaign. Because scoring is additive you can manually populate the “FCCRM Campaign Threshold” field on the Campaign to qualify all leads/contacts added to that particular campaign even if their lead/contact score is below threshold. You can also add a negative number to this field to prevent qualifying responses added to a lead/contact from that particular campaign.  

Campaign Member Scoring

Response Management evaluates whether a specific response (campaign member) has met the scoring threshold to be deemed an active response (i.e. is Marketing Qualified - MQL). Response Management can evaluate score criteria from several different fields on a Campaign Member and apply a calculated score via a formula field.  

For the majority of companies, this field references specific member status values or other campaign member specific fields that are not present on the lead/contact/campaign level. The Campaign Member formula field evaluates to threshold (Ex. 100) if the qualifying scoring criteria are met and 0 if they are not. This field can also evaluate to a negative value to make sure certain responses never qualify based on certain criteria. The criteria for how the value in the Campaign Member field is set can vary based on your business process.

How Response Management Processes Scores Overall

For the following examples of how additive scoring works, the scoring threshold is 100.  Any response scored at 100 or above meets threshold.

Example A: FCCRM Threshold on lead/contact = 100, campaign score = 0, campaign member score = 0
Overall score = 100 (qualified)

Example B:  FCCRM Threshold on lead/contact = 0, campaign score = 100, campaign member score = 0
Overall score = 100 (qualified)

Example C: FCCRM Threshold on lead/contact = 100, campaign score = 100, campaign member score = -200
Overall score = 0 ( not qualified)

Example D: FCCRM Threshold on lead/contact = 100, campaign score = -100, campaign member score = 0
Overall score = 0 (not qualified)

Things to consider:

Scoring fields must all be numeric. They may be formula fields. Decimal values will be truncated to their integer value. If you use a letter based scoring engine, create a formula field to map the letter scores to an integer value.

Generally we do not use scoring in the campaign member.  Most users find it sufficient to use score fields on lead/contact and campaign.

It is recommended as a best practice to use the FCCRM Threshold formula fields on leads/contacts with the standard 100 threshold. However, it is possible to designate a lower threshold.

Example: In the screenshot below, you can see that the formula field is defined to evaluate the lead score called 'Active_Lead_Score'.

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