Moving Beyond the MQL: 3 Ways to Improve Marketing Measurement
October 15, 2019 | Kirsten Lyons
Only 17% of marketers identify MQL targets as their top goal within the next six months. There’s a reason that marketers are increasingly shifting to sales and revenue-focused goals: the MQL model is a flawed approach to connecting with today’s buyers and driving ROI on marketing efforts.
In an MQL model, marketers are incentivized to deliver high quantities of low quality leads to sales to hit rising targets. This mismatch of incentives between marketing and sales can cost companies 10 percent of revenue every year.
But when marketing and sales teams align around shared goals both teams can deliver impressive results that positively impact their business.
Rethinking your approach to marketing measurement can feel daunting–that’s why we laid out some first steps to get you moving in the right direction. In this webinar you’ll learn:
- Why the MQL is no longer a relevant way to measure success
- How to align your teams on what makes a qualified lead
- 3 strategies to improve marketing measurement
Ready to take the next step to improve your marketing measurement? Find out how to start with the metrics that will work for your company in our ebook.