What information about the sales organization, products/services, and customer pain points do you need before you design an effective lead scoring system?

Below is a summary of the information I recommend. However, please take this and evolve it to meet the needs of your business, target audience and goals.

• Sales organization. What is your sales process? How long is the sales cycle? Are you a product-led sales org, enterprise or somewhere in between? Based on your process, what type of sales team structure is in place to support the process? How has the team been performing and what are the forecasted outcomes?
• Product/services. What is your go-to-market motion? Are you developing a lead scoring system for PQAs and PQLs or SQLs and MQLs? This scoring approach is very different. Based on the GTM motion, you can then define the actions that support your lead scoring system.
• Customer pain points. What is the competitive landscape? Depending on your framework (e.g., personas, jobs to be done, etc.) outline what problems you are solving for your customers. What value are you driving based on your unique selling proposition?

I also recommend that you take an iterative approach. Don’t feel like you have to establish the scoring system at 100% accuracy on day one. Get started with an educated hypothesis and continue to improve based on its performance and the feedback you receive from the sales team. There should be a constant feedback loop to continue to refine your lead scoring system.