To Measure Marketing Impact, You Must First Retire the MQL
FEBRUARY 12, 2016
As new technologies are added and more companies are catching on to the benefits of sales and marketing alignment, it’s easier to track buyers and communicate with prospects through the entire journey. That’s why we should do away with the MQL. Funnels are Divisive. When leads flow into the funnel they should not be qualified and then handed off to sales never to be thought of again by marketing. Today’s buyer journey is complex, especially in the B2B space.