It's one of the best tools for scoring leads. Marketo's lead generation and scoring are better than most other tools. Marketo changed the way our team collaborates on marketing campaigns., especially in our sales team. We assign numbers to contacts based on their behavior, but those are just numbers. It was hard to tell if a high number meant strong interest or just general activity. So, we created another matrix called LeadGrid metrics to categorize leads from A1 to A5, B1 to B5, and so on. Seeing a prospect as an 'A5' tells our sales team that it's a hot lead, while a 'C5' indicates lower interest.