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Most B2B demand gen teams have abandoned MQL volume as their primary success metric
B2B demand generation teams are shifting away from measuring success based on the volume of marketing qualified leads (MQLs). The focus is now on redefining lead quality, developing more effective scoring models, and improving the handoff to sales. This change is part of a broader reevaluation of metrics in B2B marketing.
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Key facts, context, and what it means, in one minute.
B2B demand gen teams are no longer using MQL volume as a primary success metric.
The focus is now on lead quality and more effective scoring models.
Improving the sales handoff process is a key area of focus for B2B marketing teams.
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MarketScale NewsroomEditorial Team, MarketScale
The MarketScale Newsroom reports on the companies, technologies, and trends shaping 16 B2B industries. It turns primary sources and expert commentary into clear, useful coverage for the people doing the work.
