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, 600 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.