Anybody in business of any sort knows that in most cases, bigger is better — at least as far as sales figures are concerned. Higher sales equals more money, and that’s what keeps the shareholders or stakeholders in the company happy. It’s also what keeps the lights on and allows the bills to be paid, the grass to be cut, and the braces to be put on the kids’ teeth. But as anybody who has spent more than three and a half minutes in the marketing world knows, not all leads are created equal. Some are duds and others will become highly profitable customers. But it’s not merely a roll of the dice or dumb luck that brings in leads with a higher likelihood of becoming customers — it’s lead scoring.