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Metric Monday: The Only Door Problem in B2B Buying

saraboostani
saraboostani Posts: 326 6senser
in Research Road

I love this one! The Only Door Problem: Why B2B Keeps Mistaking the Channel for the Cause by our head of research, @Kerry .

Kerry digs into why so many companies still believe MQLs (or other late-stage signals) create demand — when in reality, they’re just catching buyers at the tail end of a long, self-directed process.

  • Nearly all buyers are committees (10 to 12 individuals).
  • Average journey: ~1 year, hundreds of interactions with your brand during their journey
  • Requirements are set before sellers are contacted nearly 80% of the time.
  • The vendor ranked first before seller contact wins ~80% of the time.
  • Does that sound like your MQL channel is doing the work?

MQLs do not generate demand, they show up at the finish line (let's repeat that together 😉).

Time to build systems that see the whole journey, not the last step! Give it a read 🙂

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