While you're debating qualification criteria, 81% of buying committees are selecting vendors without your team's influence. Most organizations think better martech will fix their MQL-to-MQA transition - that's only 10% of the solution. The other 90%? People and process. Join PagerDuty's David Hsu and Inverta's Kathy Macchi as they reveal why the "technology first" approach fails, the leadership vacuum killing initiatives, and real change management strategies that actually work. WATCH THE RECORDING

You can’t sell to just one person anymore. B2B buying is now done in committees, and if your marketing is still focused on individuals, you're going to be left behind. This article will show you how to adapt your Account-Based Marketing and Demand Generation to this new reality. You'll learn a framework to engage the entire buying group and turn more of your marketing efforts into revenue.

The MQL model is becoming obsolete as buying committees, not individuals, make B2B decisions—with 81% selecting vendors before sales engagement. This blueprint reveals three pillars for evolving to MQAs: building belief through compelling data, establishing operational alignment via strategic piloting, and creating metrics that reflect true buying behavior. By embracing account-based qualification over individual leads, organizations transform alignment into acceleration, engaging buying committees when decisions are still forming. READ MORE.

Transitioning from MQLs to MQAs demands sophisticated change management to escape PowerPoint purgatory. Success begins with sales co-ownership of the vision and continues through marketing's "surround sound" engagement strategy after handoff. Organizations should establish crystal-clear success criteria, implement rapid feedback loops, reimagine BDR enablement for precision outreach, and create systems that recognize MQAs effectively. As one company demonstrated through strategic piloting, breaking up with MQLs delivers a revenue engine with intelligence and velocity traditional approaches can't match. READ MORE.

Rather than demolishing your existing infrastructure, this guide reveals why evolution consistently outperforms revolution when implementing MQAs. Six critical considerations before reconfiguring your martech ecosystem include: auditing existing architecture, understanding timing dynamics, establishing recycling protocols, defining MQL-MQA relationships, addressing conversion challenges, and orchestrating buying committee identification. The most successful transitions leverage existing foundations while building for the future, creating familiarity that cultivates adoption rather than resistance—as demonstrated by a client who reduced implementation time by 40%. READ MORE.

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The MQL-to-MQA journey contains hidden traps that derail promising initiatives. Success comes from prioritizing action over overthinking, embracing iteration instead of perfection, and phasing out MQLs rather than abrupt elimination. Avoid overly narrow definitions, resist overcomplexity, and thoughtfully include manual touchpoints before automation. By navigating these pitfalls, organizations develop a strategic advantage in markets where buying decisions involve multiple stakeholders—creating unified revenue teams that engage committees effectively throughout their journey. READ MORE.

While marketing celebrates vanity MQL metrics, over 80% of buying committees make decisions without revenue team influence. This comprehensive checklist guides transformation through three phases: pre-philosophical alignment (gathering compelling data on response patterns), philosophical alignment (transcending functional silos), and operational alignment across eight domains (from qualification criteria to pilot design). By establishing unified definitions, aligned motions, and shared metrics, organizations transform MQAs from concept into a scalable revenue ecosystem where teams finally speak the same language about buyer realities. DOWNLOAD TODAY.