Your Lead Scoring Model is Lying to You

Most of your "A" leads never close. Most of your closed-won deals were never MQLs in the first place. Roughly 30% of teams running marketing automation don't even have lead scoring turned on. In this episode of Revenue Marketing Raw, Jeff Pedowitz and Debbie Qaqish expose lead scoring's dirty little secret: most models are stuck scoring top-of-funnel net-new leads using behaviors that no longer correlate with revenue. They walk through what good scoring actually requires — using AI to interpret behavior signals at depth, scoring beyond the new-logo funnel into customer expansion (NPS, login rates, usage, renewal participation), and the discipline of making sure every lead handed to sales is the highest-converting one possible. Their argument is blunt: if marketing isn't hyper-focused on conversion-to-revenue, what is the point of showing up? If you've left your scoring model untouched since the year you implemented Marketo, this episode is the audit.