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Traditional progression model for lead generation vendors is outdated and causes confusion. Vendors should deliver leads that match agreed upon intent criteria, contain accurate contact information, and deliver quickly, cost-effectively, and securely.

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• Intent and predictive analytics have evolved to accelerate lead conversions to MQLs.
• Understanding when the vendor hands off leads and when the recipient's sales teams take over ensures proper expectations and appropriate assignment of responsibility.
• Vendors can't control conversion beyond the first stage, so grading based on downline stats is futile.
• Vendors should be evaluated based on variables they can control.
• DemandScience, a leading B2B demand generation company, uses innovative technologies to deliver accurate data with relevant intent signals.
• Vendors' scores include compliance, data accuracy, ICP, customer experience, setup, delivery, and completion speed, MQL conversion, and total score.

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