Unlike scoring which is based on a prospect's interest in us (ex: downloading a one-pager, email opens/clicks, registering for a flash seminar), grading is based on our interest in the prospect based on their profile and how strong of a target they should be for the Aspen Executive Seminars and/or Custom Seminars. 

Our grading, in consultation with the Executive Seminars and Systems teams, is based on 5 criteria with the following list ordered by what is most determinative/important to a prospect being a high-quality target for Biz Dev to reach out to:

1.  Job Level (1 full letter grade adjustment)
2.  Company Revenue (1 full letter grade adjustment)
3.  Industry (2/3 letter grade adjustment)
4.  Company Size (2/3 letter grade adjustment)
5.  Signed up for an Event (1/3 letter grade adjustment)

This was determined by understanding an ideal lead for AES or CLS, which is a senior executive (job level) at a company that can afford to send them to the Aspen Executive Seminar or can afford to bring a Custom Seminar to their organization. 

To grade a prospect, go to Prospects in the top nav > Segmentation Lists in the left nav > select a relevant list to go through (you can do this with the Full List or a more targeted list like the largest Industry Dive segment). Let's try the Industry Dive segment and select Quita Keller. 

Once you get to her page, click on the "Profile" tab at the top, which will bring you to all the Grading criteria you can see for her. 

You can click on the Overview tab above (2 to the left of "Profile") and scroll down under "Insights" to see the grade. In this case, Quita is a B- (high enough to be reached out to but not one of our highest-level targets). This is because she's at a major company that can afford a Custom Seminar and she has registered for and come to events in the past, but as a Specialist, her job level does not provide her with much purchasing power or the profile of an AES participant.