Score >30: -15 points Score 0 to 30: -5 points If you want to implement this kind of service, don’t worry about getting this perfect or as detailed as Marketo! Marketo created its own lead scoring process and points system over time with a lot of experimentation, and they keep evolving it. The important thing is to get started, look at the results, learn and evolve your scoring processes until they begin to be useful. Stage 4. “Lead” Let’s say a prospect scores above 65 points, and now officially becomes a “lead.” Now what? Once a prospect becomes a lead, it means that they are someone who is truly interested in Marketo—the company, product or service. At this point, the sales team knows it is definitely worth their time to follow up on the lead to qualify it and move it into a sales cycle. Sample Lead Conversion Rates One of the five critical metrics you must track is lead conversion. What percentage of new leads turn into qualified opportunities? Here’s some example data on Marketo’s conversion rates: