Is the MQL dead? — Don Otvos // Leandata

VP of Rev Ops at Lean Data, Don Otvos discusses the evolution of the MQL. MQLs are still a valuable piece of the customer lifecycle. However, instead of seeing them as the end all be all of your marketing efforts, they should be seen as a data point in the journey. Today, Don talks about how companies can shift from focusing on the MQL to an account-based motion.
About the speaker

Don Otvos

LeanData

 - LeanData

Don Otvos is VP of Revenue Operations at LeanData

Show Notes

  • 02:41
    Is the idea of a lead
    Most people have moved to the account-based motions, and the MQL doesnt fit well within that motion.
  • 05:06
    MQL model is disadvantageous because it zeroes in on one specific lead, right?
    Yes. In contrast with an account-based model, you can look at other personas who would be interested in your offering.
  • 06:13
    Are we saying that tracking lead signals is wrong?
    No, were not. MQLs are great for reporting and analysis. However, they should not be the focus of your demand generation activities.
  • 08:07
    Are people doing it all wrong?
    No. MQLs are great for signaling and reporting. An account-based model is still more interesting because it opens up the number of prospects that the sales development team can approach.
  • 10:06
    Focusing on MQLs is pouring resources on the wrong thing.
    Yes. It is important, but there are other things that require more of your budget.
  • 15:09
    What's the first step that people can take to start to go away from the focus on MQLs?
    See it as a data point in the journey. Also, make sure demand generation and sales work closely.

Quotes

  • "Everyone has really moved to that, ABX, that account-based execution, and I think the MQL doesn't fit well within that" - Don Otvos

  • "The marketing qualified lead also creates another challenge, which is, it presupposes that the value that marketing creates gets zeroed into this contact that matches what the sales team needs from a technographic and a firmographic level." - Doug Bell

  • "And this is why we're saying the MQL is dead or dying folks. It's creating a misalignment situation with sales because they're asking for early deals." - Doug Bell

  • “The focus on accounts really does help organizations understand the totality of the benefit of marketing. And it creates a likelihood that you're handing off something that is useful to sales, which is an engaged account.” Doug Bell

About the speaker

Don Otvos

LeanData

 - LeanData

Don Otvos is VP of Revenue Operations at LeanData

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