Terry Flaherty

B2B buyers have changed—and your strategy should too. Are your strategies still centered around the outdated MQL model? You're not alone, but it's time to break free and step into the realities of new buyer behavior, buying teams, and multi-threading. These challenges are more connected than you might think. Today we’re tackling the monumental shifts in B2B buyer behavior and why clinging to Marketing Qualified Leads (MQLs) is no longer the path to revenue success. It's time to equip your busine...

The MQL (Marketing Qualified Lead) is a relic from 25 years ago, yet it remains central to most companies' revenue processes. Running an MQL-centric process offers no more than a 1-2% success rate—when opportunities and buying groups can claim numbers up to 400% increases in conversion rates. It's time to rethink MQLs as the cornerstone of marketing metrics. Old habits die hard, but understanding why and how to transition to focusing on buying groups can greatly improve your efficiency and succe...