Expert Advice for Marketing Leaders on MarTech, AI, & CX
For at least a decade, we’ve been on a collective quest to align marketing and sales. We’ve implemented CRMs, held countless inter-departmental meetings, and developed service-level agreements with the solemnity of international treaties. At the heart of this effort has been a single, unifying metric designed to be the bridge between two worlds: the Marketing Qualified Lead (MQL).
Today, we’re going to talk about one of the most persistent and costly problems in B2B: the handoff from marketing to sales. We’ll explore why the traditional MQL model often fails, creating friction and wasting budget, and how a more intelligent, data-driven approach to lead qualification can not only fix the sales pipeline but also prove marketing’s direct contribution to the bottom line.
To help me discuss this topic, I’d like to welcome, Gabe Lullo, CEO at Alleyoop and host of the “Do Hard Things” podcast.
