Not all leads are equal, but most systems treat them that way. The result? Only 16% of marketers say their lead scoring aligns with actual conversion (Forrester).
Sales teams waste time on low-value prospectsHigh-value opportunities are missedPersonalisation falls flat
ITG's Lead Value Index identifies not just which prospects are likely to convert, but the customers and prospects that will deliver the greatest long-term value. Powered by AI and integrated into Salesforce, it scores leads based on:
Intent and behaviourLikelihood to convertPredicted lifetime valueSo you can prioritise the opportunities that matter most.
Every interaction generates signals. The Lead Value Index evaluates them in real time, prioritising the opportunities that will deliver the greatest long-term value.
Behaviour
Intent
Engagement
AI Scoring
Conversion Probability
Lifetime Value
Lead Prioritisation
Sales Focus
Smarter SpendBuilt from every customer interaction
BehaviourIntentEngagementAI turns signals into insight
AI ScoringConversion ProbabilityLifetime ValueFocus on what delivers value
Lead PrioritisationSales FocusSmarter SpendPrioritise high-value opportunities. Focus sales and media spend on leads most likely to convert and deliver long-term value.
Activate smarter journeys. Feed lead value directly into journeys, content and campaigns for more relevant engagement.
Improve conversion and ROI. Stop wasting budget on low-value prospects and invest where it drives growth.
30% higher lead conversion rates using advanced scoring models (McKinsey)
Higher ROI by focusing on value, not volume
Stronger win rates from better-qualified opportunities
36.6%
Increase in sales from a single, connected view of every customer.
40%
Cost reduction with 4,600 users activated across 80 countries.
178 days
Of production time saved across 150+ global markets.
170+
Brands and markets served with connected customer intelligence.
Traditional lead scoring relies on static rules—such as form fills, job titles or page visits—assigned fixed values. AI-powered lead scoring continuously evaluates real behavioural signals, intent data and historical outcomes to predict both likelihood to convert and long-term customer value. This means scores adapt over time, improving accuracy and ensuring sales teams focus on the opportunities most likely to drive meaningful growth—not just activity.
The Lead Value Index uses a combination of first-party and behavioural data, including website interactions, CRM data such as lead status and conversion history, campaign performance and, where available, customer lifecycle and revenue data. The model can start with existing data and become more accurate over time as more signals are captured, making it practical to implement without needing perfect data from day one.
Yes. The Lead Value Index is designed to integrate directly with platforms such as Salesforce, as well as marketing automation and customer data platforms. Scores can be used to prioritise sales pipelines, personalise journeys and optimise media and campaign activity, ensuring lead value is not just calculated, but actively applied across the entire customer journey.
Initial insights can be generated quickly using existing data, often within a few weeks of implementation. Early value typically comes from identifying overlooked high-value leads, reducing time spent on low-quality prospects and improving targeting in active campaigns. As the model learns from new interactions and outcomes, performance continues to improve, making it a continuously optimising system rather than a one-off setup.
AI lead scoring improves conversion and ROI by focusing effort and investment where it has the greatest impact. By prioritising leads based on predicted value, not just engagement, it enables sales teams to focus on the most promising opportunities and marketing teams to target high-value audiences more effectively. This leads to more relevant, personalised journeys, reduced wasted spend and stronger overall commercial performance.
“It's helped us move from reactive marketing to a much more intelligent, connected approach where every interaction feeds into better decisions and stronger outcomes over time.”
“An unbelievably powerful partnership! ITG have helped us to seamlessly integrate numerous backend systems and in turn deliver a world-class experience for JLR customers across our platforms.”
The four pillars
of ITG's halo content strategy
Capture is just one pillar of ITG's Halo approach, designed to simplify every stage of the content lifecycle. Discover how ITG's holistic solutions can maximize the impact of your marketing campaigns.
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