Marketo Certified Expert Certification Practice Test

Which metric is crucial for evaluating the success of a lead scoring model?

1. Total email opens

2. Lead acquisition costs

3. Lead conversion rates

4. Total number of leads

The correct answer is: Lead conversion rates

The metric that is crucial for evaluating the success of a lead scoring model is lead conversion rates. Lead conversion rates provide insight into how effectively the scoring model identifies leads that ultimately convert into customers. High conversion rates indicate that the lead scoring is accurately prioritizing and scoring leads based on their likelihood to make a purchase, which is the ultimate goal of any lead scoring system. Successful lead scoring should lead to an increase in conversion rates as it ensures that the sales team focuses its efforts on leads that are the most likely to generate revenue. If the lead scoring model is functioning effectively, you would expect to see a higher percentage of scored leads moving through the sales funnel and becoming paying customers, which directly reflects the model's efficacy. The other metrics mentioned, while valuable for overall marketing analysis, do not specifically measure how well the lead scoring model is performing in identifying and prioritizing leads based on their potential to convert. For instance, total email opens gauge engagement but do not directly correlate to scoring effectiveness, lead acquisition costs focus on the expense side of the equation, and the total number of leads does not indicate quality or conversion probability.