Naylor Association Solutions
Lead scoring and qualification are vital components of any marketing-sales processes and Naylor needed a more efficient way of capturing data and scoring leads. Account Executives were being asked to fill out close to 30 different data fields in their CMS that were then used by the marketing automation platform for scoring and qualification. Salespeople were frustrated at the time lost filling out fields they viewed as unnecessary, while marketing couldn’t provide a better justification for the data other than they needed it. “We would tell the sales reps, you’ve got to fill out all of these fields. We couldn’t tell them why they had to fill out those fields or which fields were more important than others.”
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