Scoring models
Weighting and band templates you can argue with
A weighting scheme, a set of bands, and the routing rules that sit under them. This is the part of a build that decides who reaches a calendar, and it is the part that gets copied from whatever the software shipped with. These are published as templates to be argued with rather than adopted: the weights encode a judgement about what matters in a category, and that judgement should be yours. Get them wrong and your best leads land in the middle band with everybody else.
The standard
What has to be true before one of these goes up
Nothing is published under this heading yet. The rules it will be held to are written down first, which is the only order that means anything.
- It has to be worth the download on its own, with no call attached and no follow-up sequence waiting behind it.
- It costs an email, so it has to be worth one on its own. The same capture pattern as the scorecard, so a visitor meets one form and not four.
- Every borrowed figure arrives with the name of whoever published it, the year and the sample size.
- Anything we could not verify is labelled a judgement rather than printed as a finding.
Elsewhere
The other five
Six types, each with a different job. Nothing is filed in two of them, and nothing goes up that would not survive being forwarded to a finance director.
Your turn
Templates are useful. Knowing which one your funnel needs is worth more
Our scorecard grades the four things that decide whether the traffic you already pay for turns into qualified leads, and tells you which one is costing you most.
Not running yet. You keep the report whatever the score says.