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Live work session: Building account scoring models w/ Donny Flynn (customer data architect @ Census)

Donny Flynn
Customer Data Architect @ Census
Donny Flynn
Customer Data Architect @ Census
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Alignment between marketing and sales teams in the B2B world is a constant struggle. Marketing thinks that sales is not prospecting enough to find viable leads, while sales thinks that marketing is not spending their money effectively and is, as a result, finding low-quality leads.

So, how do we quell this squabble and bridge the trust gap between business units? Thereโ€™s only one solution: Increase transparency and communication using an account scoring engine. In this session, you'll learn how Donny approaches building account scoring models, including:

  • - How they can usurp the capabilities of lead scoring
  • How they provide transparency to your marketing and sales teams and increase collaboration
  • How to properly set them up
  • How you can use account scoring (without any other tools) to end the marketing-sales battle once and for all

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