Why We Killed Our MQL Metric

Shabir Malik 3 min readJuly 19, 2024

The MQL problem

MQL inflation. Marketing optimized for volume, sales rejected 80%. The handoff became adversarial.

Sales Accepted Lead. Sales agrees the lead is real and pursuable. Immediate alignment between teams.

Every lead flagged for sales gets reviewed within 24 hours. Accept or reject with reason. Feedback loops up to marketing within the week.

Despite the library of content most orgs build, reps use three things. Build these first.

A shift in how we prioritize — accounts over leads — and what changed in pipeline performance.

A specific 6-touch ABM sequence structure with touch, channel, and content for each.

Our team ships b2b growth programs every week. Book a free consult — we'll tell you what would move the needle for your brand.