Everyone in marketing understands lead scoring as a qualification methodology but only after having set up multiple iterations of it one sees the areas of use throughout an organization's commercial activities.
The status quo usecase is traditionally the Marketing-Sales handover (or better to define the MQL criteria). Yet even inside the most common area are levels to this:Just to elaborate on one of these major areas. Lead scoring can be used to upgrade an organization's paid lead generation. Here you can re-engineer your best CRM contacts (no not just your customers) to be rediscovered in for example linkedin or google. Also MQLs and SQLs could be retargeted in higher acceleration here. Well if you think this further ... if an organization continues to spend their budget on retargeting all its web visitors without an adamant and updating audience filter here it will not really get further. The growth approach here would be to spend that money instead on a lead scoring set up to truly retarget the correct leads the next month around, save money longterm and by that increase your next budget to get more real leads and not spam.
Lead Generation:
Customer activation: for some teams recurring revenue is higher than new business - shouldn't it deserve it's own focus? A scoring triggered Evangelist program can activate otherwise non-used customers to their true potential.
All of these six non-traditional lead scoring usecases showcase strong growth potentials - used together it's the foundation to scale. Especially when all rev ops departments work aligned on this. Each of the points could be elaborated further but I assume the point came across that lead scoring's strengths also exist outside lead qualification and how it is imperative for an organization's ambitions to scale.