Your client is looking for a way to increase the quality of leads that are being passed from marketing to sales. What advice do you offer?

According to the Salesforce documentation, the advice that should be offered to the client who is

looking for a way to increase the quality of leads that are being passed from marketing to sales is: B)

Implement a blended lead scoring and grading system. A lead scoring and grading system is a feature

that allows users to measure and qualify the prospects based on their level of interest and fit for the

business. A lead scoring and grading system can help users to prioritize and segment the prospects,

and to pass the most qualified leads from marketing to sales. A lead scoring and grading system

consists of two components: scoring and grading. Scoring is a numerical value that indicates the level

of interest and engagement of a prospect, based on their activities, such as opening an email,

clicking a link, or submitting a form. Scoring can be done automatically by the default scoring model

in Marketing Cloud Account Engagement, or manually by customizing the scoring rules. Grading is a

letter value that indicates the level of fit of a prospect, based on their attributes, such as industry, job

title, location, or company size. Grading can be done manually by creating profiles and matching

them with the prospect’s information. By implementing a blended lead scoring and grading system,

the client can increase the quality of leads that are being passed from marketing to sales, as they can

identify the prospects who have both a high score and a high grade, meaning that they are both

interested and suitable for the business. Only passing on leads that are very active on the site no

matter the company profile, automatically assigning all leads to sales reps in a round-robin system,

or adding more landing pages and forms to the site to increase the number of conversion

opportunities are not the best advice that should be offered to the client who is looking for a way to

increase the quality of leads that are being passed from marketing to sales, as they are either

ineffective, inefficient, or irrelevant ways of qualifying and prioritizing the leads.

Reference: Salesforce documentation