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What fields are most critical to evaluate a prospect/lead?

I'm curious to know which properties on a lead/contact, company (or both) are most critical to your assessment of a prospect...

Do you have custom properties or use standard data like name, company size, email address etc?

I spoke to someone earlier who has some custom properties that then trigger custom lead scoring rules but these properties are typically captured on a BDR call.

What is your lead time from planning to going live for a webinar ?

Diganta Malakar always asks the greatest questions and I couldn't pass sharing this one with the forum so we don't lose the knowledge. 

What are your thoughts?

Thanks for participating @Adam New-Waterson !