RV 95 - Redefining MQLs and the Importance of Shared Pipeline in B2B Marketing | Making Fun of Marketing

Listen to this episode from GTM Live on Spotify. Chris was invited onto the Making Fun of Marketing podcast, hosted by Scott Logan of Kronologic to discuss the flaws in traditional marketing practices and the need for a new approach. He emphasizes the need to redefine MQLs and eliminate low-intent lead generation. Instead, he suggests focusing on ICP qualified buyers who express interest in purchasing. Chris also highlights the inefficiency of using SDRs to sell to executives and build trust. He advocates for a more streamlined process that eliminates unnecessary steps and improves conversion rates. Additionally, he challenges the traditional definition of pipeline and proposes a new framework based on sales win rates. Chris emphasizes the importance of a shared pipeline between sales and marketing and the need for a holistic view of go-to-market data. He also discusses the role of intent data and the limitations of current measurement methods. Overall, Chris encourages companies to break away from incremental optimization and adopt a new operating model to drive exponential growth.