It’s time I come out and say something that you might find contradictory to my advocacy of account-based experience (ABX): Marketing qualified leads (MQLs) aren’t the enemy. In fact, they can even be ...

For years, I’ve been beating the drum about the issues of measuring marketing impact with marketing-qualified leads (MQLs): MQLs can be easily manipulated, they encourage working leads instead of ...

At B2B Marketing, we believe that becoming the commercial marketer is imperative to success. Rather than thinking about isolated marketing metrics and campaigns, commercial marketers think about the ...

MQLs aren’t necessarily fit for purpose, especially when it comes to events. Shola Ogunrayi and Jessica Quiney of GPJ say it’s time to rewrite the rulebook. Experience marketing has long been (and is ...

Revenue teams perform better when sales and marketing are in alignment, but rather than seeing themselves as fighting for the same team, they tend to see the other as an unworthy or unreliable partner ...

To MQL, or not to MQL — that is the question. Over the past year, the industry’s narrative toward MQLs has shifted: It went from the golden goose of marketing to an allegedly inefficient way of ...

There's a moment in David Mamet's Glengarry Glen Ross when the hotshot salesman sent by the head office confronts the lackluster sales team and exhorts them to close their leads—or be fired. But a ...

Just a few years ago, marketers everywhere rejoiced. Shouts were heard from the rooftops. Glasses were raised. Toasts were made. Reliable marketing metrics were finally here! Definitions were set, ...