Improving Lead Company Scoring Accuracy by 30%

Objective

To improve the accuracy of incoming lead company scoring in HubSpot by aligning the scoring system with CSMs’ target account data.

Background

The existing company scoring model for incoming leads lacked alignment with CSM target account data, leading to inaccurate scoring and missed opportunities. To address this, I developed a custom scoring system that improved accuracy by 30%.

Solution Overview

I designed a new scoring model in HubSpot, collaborating with key stakeholders, refining scoring criteria, and validating the model using Mean Absolut Error.

Requirements & Challenges

• Automatic Assignment: Leads must be assigned to SDRs based on geographical divisions defined by the SDR Manager.

• Custom Reporting Logic: The custom regional divisions for management reporting had to be maintained, despite differing from the SDR team’s regions.

• Data Enrichment: The process needed to align with the existing ZoomInfo lead enrichment process.

Key Steps Taken

1. Gathered requirements from Sales Managers, CSMs, and RevOps to understand their scoring needs and priorities. Industry, Revenue, and Headcount were identified as the key attributed for use.

2. Created a collaborative attribute matrix in Google Sheets for people to experiment with different weights for each attribute and provide feedback.

3. Consolidated stakeholder input to finalize the scoring tiers and weights for attributes.

4. Developed the scoring model using custom calculation properties in HubSpot.

5. Created a dedicated HubSpot view displaying:

• • Scoring results from the old model.

  • Scoring results from the new model.

  • CSMs’ scoring for Target Accounts.

6. Gathered feedback and refined the model by:

• • Excluding certain industries.

  • Using the ‘Product’ field to refine industry classifications.

  • Adjusting revenue-based scoring criteria.

7. Extracted data to the shared Google Sheet and compared the performance of the old and new models using Mean Absolute Error (MAE).

8. Created two bar charts to illustrate the results:

1. 30% Improvement in Scoring Accuracy

2. Company Segmentation by Grading Category

Key Outcomes

1. 30% Accuracy Improvement: The new model significantly improved alignment with CSMs’ target account data.

2. Collaborative Development: Stakeholders contributed to defining a scoring model that reflected real business needs.