In Heinz Research report, what percent said their lead scoring process is broken?

• A. 25%
• B. 50%
• C. 60%
• D. 75%

Answer: (B)

Lead scoring aims to rank leads by how likely they are to convert, using a mix of fit data (demographics, firmographics) and signals of buyer intent (behavior). When a large share of respondents say the process is broken, it signals that the scoring model isn’t reliably aligning with real buyer behavior or with how sales teams use the scores. In the Heinz Research report, about half of participants reported this breakdown, which reflects real and actionable dissatisfaction: criteria that are outdated, data quality gaps, poor integration with the CRM, or scoring weights that don’t capture current buying signals. This level of frustration is common enough to show up as a substantial but not universal figure, making 50% the best choice among the options. The other percentages would imply much smaller or much larger levels of trouble that don’t as closely match typical survey patterns in this space. Addressing this usually involves refreshing the scoring criteria, adding behavioral and intent signals, improving data quality, and ensuring sales feedback and CRM integration drive ongoing calibration.