EPISODE · May 6, 2026 · 22 MIN
Your Lead Scoring Model is Lying to You
from Revenue Marketing Raw · host Jeff Pedowitz and Dr. Debbie Qaqish
Most of your "A" leads never close. Most of your closed-won deals were never MQLs in the first place. Roughly 30% of teams running marketing automation don't even have lead scoring turned on. In this episode of Revenue Marketing Raw, Jeff Pedowitz and Debbie Qaqish expose lead scoring's dirty little secret: most models are stuck scoring top-of-funnel net-new leads using behaviors that no longer correlate with revenue. They walk through what good scoring actually requires — using AI to interpret behavior signals at depth, scoring beyond the new-logo funnel into customer expansion (NPS, login rates, usage, renewal participation), and the discipline of making sure every lead handed to sales is the highest-converting one possible. Their argument is blunt: if marketing isn't hyper-focused on conversion-to-revenue, what is the point of showing up? If you've left your scoring model untouched since the year you implemented Marketo, this episode is the audit.
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What this episode covers
Most ”A” leads never close. Most closed-won deals were never MQLs. 30% of teams don’t even have scoring turned on. Jeff Pedowitz and Debbie Qaqish on the dirty little secret of lead scoring — and what good scoring actually looks like in the AI era.
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Your Lead Scoring Model is Lying to You
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