An introduction to account scoring for sales and marketing | Census

Account scoring is an analytics concept that helps determine the level of engagement of each account, sorting prospects from most to least valuable. It allows understanding each account's overall company health, prioritizing sales team targets, and tracking customer adoption. The key components include a stream of activities, a scoring mechanism, and a strong understanding of the ideal customer profile. Building an account scoring matrix requires listing important activities, creating a user table, an account table, and a scoring table. It is essential to start simple, gather data from various sources, and normalize aggregation by total users associated with the account. Account scoring can solve business problems in customer-related areas such as preventing churn, identifying power users, and building case studies. By combining account-level data with tools like Census, teams can create concise communication, analyze interactions, and automate with confidence, ultimately shifting their mindset to an account-oriented approach.