Scoring

Score Evaluation: Keeping Score in Your Org

Funnel Metrics' scoring settings are flexible. They evaluate scores from many different sources, then apply a calculated score to the lead, contact, campaign, or campaign member response record. Scoring is additive, configurable, and designed to make responses easily actionable by your sales team.

Lead/Contact Scoring

By evaluating score criteria from multiple fields and applying a calculated score through a formula field, Funnel Metrics evaluates whether a lead/contact has met the scoring threshold to be deemed an active response (i.e. MQL).

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 (e.g. 100) if the qualifying scoring criteria are met, and evaluates to 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're using a single scoring field on the lead or contact, you can set 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, as in the case of Example A below.

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 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 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. 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, 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 evaluates to 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 Funnel Metrics Processes Scores

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)

Additional Considerations

Scoring fields must all be numeric. They may be formula fields.

Decimal values will be truncated to their integer value.
Note: If you use a letter-based scoring engine, create a formula field to map the letter scores to an integer value.

FCI does not generally use scoring in the campaign member, because most users prefer to use score fields on lead/contact and campaign.

On principle, it's best to use the FCCRM Threshold formula fields on leads/contacts with the standard 100 threshold. It is possible to designate a lower threshold, but not recommended.

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