For some three decades, leads-based demand gen models and the classic Marketing Qualified Leads (MQLs) concept have formed the bedrock beneath many B2B demand gen practices. The problem is that MQLs don’t provide sellers what they really need to be successful: clear evidence of prioritizable demand.
In this e-book, we’ll break down the key takeaways from a recent session with Forrester Principal Analyst Terry Flaherty to understand key challenges with leads-based models and the mental barriers holding teams back. You’ll learn:
- Seven reasons to end leads-based models and why MQAs aren’t the answer.
- Why Marketing should shift to focus on buying team-focused demand identification and opportunities.
- Three challenges businesses face when transitioning away from MQLs and how to overcome them.
