With this whitepaper you can become proficient in lead scoring in the time it takes to drink a cup of coffee. Lead scoring is an objective ranking of one sales lead against another. This not only helps align the right follow-up to the corresponding enquiry, it also helps marketing and sales professionals identify where each prospect is in the buying process. This whitepaper will show you: Why you and your business need to understand lead scoring What uplift you can expect to see from it Step-by-step instructions for how to implement it And where it will go in the future.