Marketing automation success requires more than just software. It takes strategy, creative, and the right team. Whether you are new to marketing automation or have a platform in place, here are sample questions and a worksheet for organizations that have marketing bottlenecks.

Lead Scoring Questionnaire

  1. Which channels contribute to your current customer acquisitions?
  2. What content contributes to your current customer acquisitions?
  3. What are the general steps your current customers took to become customers?
  4. Based on the earlier assessment of your marketing processes, how would you change your lead scoring model to improve these processes?

Lead Scoring Worksheets

To ensure you provide your Sales team with right leads at the right time, Marketing and Sales should develop the lead scoring model together.

To start, audit your sales-ready prospects and customers who have recently closed to learn their activities and behaviors. (Example: did 70% of your customers come from one lead campaign or lead magnet? Did they schedule a call with your sales team?)

As you clarify the type of leads that Sales prefers, you’ll be able to assign points to lead characteristics like attributes, activity, and engagement. Like campaigns, lead scoring is not a set it and forget it effort. After the initial set up, you’ll need to continue to evaluate your model and adjust it accordingly. Remember, Sales always prefers better qualified leads versus a higher quantity of leads.


This category helps you determine which contacts are a good fit for your Sales team. The Profile Score rules apply only once. (Example: when your contact enters a specific list based on their form submission, their score will be assigned.)

Make sure each contact has the attributes you’re looking for: job title, company size, industry. You can set up the rules to add points for attributes you prefer and subtract points for attributes that don’t work for your business.


The Behavior Score shows you the contact’s activity. You’ll be able to identify implicit activity by your contact. (Example: the contact browses certain web pages.)

Depending on your scoring model, Sales might want to reach out to a contact based on their behavior. (Example: if a contact visits a pricing page on your website.) Behavior Scores are applied for every action taken so they can be applied multiple times.


This Score helps you identify explicit actions taken by your contacts and are potentially more valuable than implicit actions. A highly-engaged contact is expressing interest in your content. (Example: a form submit, clicking a link in an email.) Engagement Scores apply every time an action takes place.

All three categories: Profile, Behavior, and Engagement Scores give you an understanding of how well a contact fits your ideal customer profile, how active they are on your website, and how engaged they are with your content and business. You can have automated alerts sent to your Sales reps to reach out to contacts based upon your scoring rules.

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly, and optimized for success.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a free consultation or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.