We don’t need to don a fedora and leather jacket to discover this one … most lead scoring models are relics nobody’s opened in years.

Somebody built it, back when a click or a form fill actually meant something. They moved on. The model didn’t.

It’s still measuring the same signals, while your buyers do their research somewhere you can’t see: a Slack channel, an analyst report, a peer’s recommendation. By the time anyone fills out a form, most of the decision is already made.

So the score quietly stops matching reality. The account that’s actually close to buying looks cold. The one that downloaded a whitepaper two years ago still shows up “hot.”

I’ve spent 15 years in the catacombs of marketing most people skip: the data, the reporting, the campaign operations nobody wants to own. Along the way, I built $16 million in pipeline at Dell EMC, largely by paying attention to exactly this.

The audit I run does the same thing for your team: an honest look at what your data is actually telling you. I’ll do the work in your already-owned software, there’s no judgment, but a realistic way forward.

If your scoring model hasn’t been rediscovered lately, it’s overdue. Let’s go on a quest to save your revenue.