Marketing's MQL breakup (S2 ep10)
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Marketing's MQL breakup (S2 ep10)
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This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
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The RevRoom podcast
This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
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The RevRoom podcast
Marketing's MQL breakup (S2 ep10)
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This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.
About the author
Service page feature