A key attribute of top-performing demand creation marketers is their ability to build processes and systems that effectively track and manage leads. In the past, lead scoring systems have required a lot of hands-on maintenance to tend the model, and have been limited in the amount and kinds of information marketers could use.

Fortunately, powerful tools are now available that streamline and automate the lead scoring process and provide access to all the different components of a lead score together in a single platform. Today's demand generation marketing automation applications enable business-to-business and other marketers with a complex sales process to develop a complete, dynamic and measurable lead scoring process as part of an overall lead management system.

A strong lead scoring model helps close the gap between marketing and sales. Not only does the sales team enjoy a flow of better-qualified leads, marketing is able to monitor the results of its programs and track its successes. Adjustments can be made to the marketing plan to improve the quality of leads generated, and resources can be better managed accordingly.

In short, with a strong lead-scoring system in place, both sales and marketing will be hot, hot, hot.