The marketing qualified lead (MQL) has served as a central metric in B2B marketing for decades, but is now viewed as outdated and disconnected from actual business impact. With modern buyers requiring new standards, continuing to rely on MQLs creates frustration between teams and does not accurately measure revenue generation. Rather than eliminating MQLs entirely, the article emphasizes an evolution toward more meaningful metrics that reflect the changing landscape influenced by AI and stricter financial oversight, positioning GTM teams for future success in B2B growth.
The marketing qualified lead (MQL) has shaped B2B strategies for decades, but it's now an outdated metric that misaligns teams from real business impact.
MQLs are increasingly detached from revenue generation, creating frustration between marketing and sales departments, as many leads do not indicate true buying intent.
Reframing the conversation around MQLs as a necessary evolutionary step can help GTM teams focus on genuine impact, rather than vanity metrics on paper.
Transitioning away from MQLs is not about erasing the past but about evolving to meet the demands of AI, financial scrutiny, and fiduciary responsibilities.
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