This is exactly what we needed! We've been struggling with our lead scoring for months. The section on negative scoring was particularly helpful - we hadn't been factoring that in at all.

Great article. We implemented a predictive lead scoring model last year and it's been a game-changer. One thing I'd add is the importance of getting buy-in from sales before implementing. Without their input and support, even the best model won't be utilized properly.

Question: How often do you recommend recalibrating the scoring model? We've been doing it quarterly but wondering if that's too frequent or not frequent enough.