Use Lead Scoring to Qualify Business Opportunities

  • by John Burton, Director Solution Management, SAP Interaction Center & Social CRM, SAP
  • William R. Pritchett, Senior Business Process Engineer, Dow Corning Corporation
  • December 7, 2010
Leads that are created in SAP CRM can be scored automatically using criteria that you configure in the system. In addition, you can allow users to manually score your company’s leads to give better insights into your most viable growth opportunities.
Key Concept
Leads are sales opportunities that have not been fully evaluated and qualified. If your company is using SAP CRM sales functionality effectively, you are probably generating leads from a variety of sources. For example, leads might be entered into the system manually by users in the sales force as they learn of a customer’s interest in a new product or service. Often, a marketing campaign generates leads as recipients respond to the campaign. In addition, your company Web site might be integrated with SAP CRM or you may use the Email Response Management System to process inbound emails and create leads.
Leads contain information that is often critical to your organization’s success. Regardless of its source, a lead should contain information about the products or services in which your customer is interested, the level of interest, any potential sales associated with the lead, the customer’s time frame for making a purchase decision, and other pertinent information about the opportunity. Although leads can be generated from different sources, you need a consistent way to measure the value of each one so that your company can devote the appropriate resources to lead follow-up and nurturing. You probably cannot afford to have call center agents calling customers to follow up on low-value leads while more viable ones are snatched up by your competitors. Lead scoring can help in this area. By creating a questionnaire to collect information about each lead and then applying weighting factors to the responses on the questionnaire, you can score leads in a consistent, objective way. Your company can then use these scores to ensure that the “hottest” leads are the ones that are being pursued and won.

John Burton

John Burton is a director of product management at SAP and is responsible for the SAP CRM Interaction Center (including ERMS) and social CRM topic areas. John has 13 years of experience at SAP and has been involved with SAP CRM and the Interaction Center since 1999. He is also the author of Maximizing Your SAP CRM Interaction Center, available at the SAPinsider Store. John is an alumnus of the University of Michigan and Central Michigan University. John can be found on LinkedIn at

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William R. Pritchett

William (Bill) Pritchett has more than 25 years of IT industry experience and has worked at Dow Corning Corporation for the past 16 years. Over the past eight years he has focused on the company’s CRM systems and processes. His current responsibilities include expanding the capabilities of Dow Corning’s SAP CRM 7.0 system.

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