4 - Scoring

Your Scoring is Your Business

Every company looks at leads a little differently. That's why you'll find plenty of flexibility in Funnel Metrics' scoring settings. They enable you to evaluate scores across many different sources and apply a calculated additive score to the lead, contact, campaign, or campaign member response record. You can also configure Funnel Metrics to add fields from the lead or contact, the campaign, and the campaign member.

How It Works

Thresholds

Funnel Metrics determines if a lead or contact has met your company's scoring threshold to be deemed an active response by evaluating score criteria from a host of different fields on the lead/contact record and then calculating a score with a formula field.

For companies that use a marketing automation application, that application will insert one or more scores in the scoring field(s) on the lead or contact. From there, the Funnel Metrics formula field ("FCCRM Campaign Threshold") evaluates the score to your chosen threshold (e.g. 100) if the qualifying criteria are met, or evaluates it to 0 if they are not. The threshold value can vary based on your business process.

If you are using only one scoring field on the lead or contact, your Funnel Metrics threshold can also simply display the value in the lead/contact scoring field and set the threshold to your threshold for that field.

Example A: Your company uses one scoring field. Marketing automation assigns a score (numeric, i.e. 59 or lower does not meet threshold, 60 or higher meets threshold).

Example B: Your company uses more than one scoring field. Marketing automation score + grade (Pardot, Eloqua) are used in a formula to derive a threshold value (100 or 0).

Example C: Your company uses more than one scoring field. Marketing automation score + value in a custom field are used in a formula to derive a threshold value (100 or 0). The custom field could be unique to your organization, or it 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 particular 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

Funnel Metrics evaluates whether a specific response (campaign member) has met the scoring threshold to be deemed an active response (i.e. is Marketing Qualified - MQL). Funnel Metrics 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, the formula 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 (e.g. 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.

Score Processing

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 (numeric) 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.

We recommend setting the the FCCRM Threshold formula fields on leads/contacts to the standard threshold of 100. It is, however, 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'.

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.