How To Score Leads for Values Alignment

2 min read

Sales Checklist

Like any startup, we have way more opportunities than time, and some of those opportunities don’t align with our ethos.  In order to quickly triage partnership opportunities, we have a strict set of rules around how we validate and score potential new partners.

At Boundless Mind we build tools to help app publishers of all sizes boost engagement, retention, and revenue inside their products using artificial intelligence and neuroscience. Our suite of behavioral and persuasive technology tools are designed to shape human behavior by rewarding individual users for completing set actions. With tools this powerful it is not uncommon for companies to try and use them for nefarious means. So when we are validating a sales opportunity we score it to evaluate if it’s ethically and financially worth pursuing. Our sales scoring breaks down into two categories: Values Alignment & Business Validation.

VALUES ALIGNMENT

When we score leads for values alignment, we aim to determine whether or not a customer has a product making a positive change in the user’s life. Simply: is time spent on the platform inherently good for the user, or a mindless distraction? Here, a high score is a better score, and if it ever appears that the use of Persuasive AI would be harmful to users, we quickly remove an app from our sales process.

First Question
What is their products core value or premise?

0 — Their product is, at best, a distraction.
1 — Their product is about the quotidian of life.
2 — Their product clearly elevates and expands the human condition.

Second Question
Are the actions that drive value for the publisher the same actions that drive value for the user?

0 — No! In fact, when the publisher wins, the users lose. Apps with this score are often immediately removed from our sales funnel. Gambling apps and some games fall into this category.
1 — Sort of. The publisher provides a lot of functionality and they’d be happy if the user used it a lot, but there’s not a simple relationship between the user’s actions and the app’s revenue. For example, a flashlight app or a note-taking app.
2 — Yes! When the user performs an action the user and the developer see a direct gain. For example: A healthcare app that gets compensated when a user takes their meds regularly, a productivity app that sells/markets their product on its ability to increase productivity, or an education app that only gets paid if a student completes a course.

Third Question
Is an increase in engagement a boost to the publisher, the customer, or neither?
0- Neither the publisher nor the user wins if there is a boost in engagement
1- Only the publisher wins if the user becomes more engaged in the product
2- Both parties win if there is an increase in engagement

Process
Add up the leads score on these three questions.
0–2: Politely hang up, and never talk to that person again.
3–4: Normal sales criteria apply.
5–6: Expedite their process through the sales funnel. For these leads, we’re willing to overlook some normal lead weakness (low user count, weak monetization model, low technical ability, etc) to help get them integrated.

BUSINESS VALIDATION

Like any inside sales organization, we also score our sales leads from a business/economic perspective. Is the customer’s product capable of seeing and paying for an ROI after integrating with the Boundless Mind AI?

Does the customer have enough users for our AI to learn efficiently?
0 — Their product is pre-launch, still in the design or prototype phrase, or has less than 10000 MAUs
1 — Their product has 50k to 1M MAUs
2 — Their product has over 1M MAUs, or users are elite professionals (pro athletes, special forces, etc)

Does the customer have a clear monetization policy in place?
0 — Their product has no monetization policy
1 — Their product monetizes on one-time purchases or limited upgrades
2 — Their product has a monetization policy directly correlated to engagement and retention

Does the customer have a product that encourages a daily behavior?
The more frequent the action is, the easier it is for our AI to increase it.
0 — Their product has an infrequent 1–3 times a week action
1 — Their product has a daily action
2 — Their product has multiple daily and session-based actions

Process
Add up the leads score on these three questions.
0–2: Customer is low priority candidate in the low touch self-serve tier
3–4: Customer is given full access to the team
5–6: Expedite the integration process with a full white-glove service

Like any sales scoring process, making a scoring and validation process is almost as important as having a scoring and validation process. The process clarifies what’s important and codifies value for your organization, even if you’re just a team of one.

Want to learn more about Behavioral Design and how we do it at Boundless Mind? Reserve a copy of our upcoming ebook!

Matt Mayberry

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