Wednesday Wisdom: The Three Alignments in B2B (Part 1)

saraboostani

Happy Wednesday (Wisdom) ✨

As we await the release of the B2B Buyer Experience Report, we have another good read in the meantime. Written by our very own @Kerry, Head of 6sense Research, we have a three-report series, the “Three Alignments”, which examines three common misalignments that erode the productivity of B2B revenue teams — and how to fix them.

Today we’re highlighting Part 1 in the series, Fixing B2B Marketing and Sales Alignment Starts By Replacing MQL. As the title suggests 😉, this report explores the hurdles faced by B2B marketing organizations in recognizing authentic selling opportunities and the limitations of relying on Marketing Qualified Leads (MQLs) as signals. It also dives into:

• Buying groups vs. individual leads
• Missed opportunities in lead scoring 
• Action items to align marketing and sales
• The role of AI in signal processing

Also, read it to find out how Kerry compares MQLs with saccharin to hungry lab rats 😆

It’s a 4 minute read – let us know what you think!

https://6sense.com/blog/fixing-b2b-marketing-and-sales-alignment-starts-with-replacing-the-mql/

Kerry

Ditch the MQL already!!! You don't have to do it all at once but it's killing marketing and sales alignment, but, more importantly, killing revenue production. MQLs are just the tip of the iceberg of how buyers demonstrate interest. We need to capitalize on all the other buyer signals.

Rachel Zerilla

MQL chasing kills productivity in SO many ways, love this @saraboostani @Kerry

saraboostani

Thanks Rachel! And we have more coming on this topic very soon!!