The MQL has lost its meaning. So what's next?

jfewlessInverta

As 6sense's own Kerry Cunningham has been talking about for well over 12 months at this point, the MQL is no longer the northstar for marketing teams (or if it still is, it shouldn't be!).

Yes, your systems are still set up to pass MQLs over to your Sales teams, but I'm guessing you've heard from them "these MQLs just aren't converting anymore…what gives?".

What gives is that buying committees buy, not individuals. So while an MQL might capture one point in time, it's missing the bigger picture.

So check out the latest chapter of the Revenue Marketing Playbook for some inspiration on how to transition away from the MQL, and what sort of metrics your team should focus on to build a sustainable growth engine for your organization.

https://www.inverta.com/playbook/the-new-way-to-measure-marketing