Here's the truth about shifting from MQLs to MQAs:

While you're debating who gets credit for an opportunity or who’s fault it is that MQLs aren’t converting like they used to, your buyers are forming committees, making decisions, and selecting vendors—often without your revenue team even noticing.

Sound familiar? Longer sales cycles, pipeline conversion stagnant, leadership asking hard questions about marketing ROI, shifts in business strategy at the same time? That is where Pagerduty found themselves! 

So they came to the realization that things needed to change. But now what?

Most organizations think operations will fix it. They'll build better scoring models, implement new tools, refine their automation. Unfortunately that's only about 10% of the solution.

The other 90%? People and process. And that's where transformations either soar or crash spectacularly. As our 90-10 rule for MQA explains, success hinges less on systems and more on empowering the humans behind them to embrace a unified approach.

In this session, you'll discover:

✅ Why the "technology first" approach to MQA transformation fails (and what actually works)

✅ The three types of organizational alignment you need before touching a single system

✅ How to navigate the politics when Marketing wants change, Sales wants “more”, and executives want results

✅ The leadership vacuum that's killing MQA initiatives (and who should actually step up)

✅ Real change management strategies for getting everyone to take an account-based approach

Before diving in, it’s worth understanding why MQA fails for so many organizations — the pitfalls are predictable, but avoidable with the right leadership mindset and cross-functional accountability.

This isn't another "best practices" webinar. This is strategic intelligence for revenue leaders ready to tackle the transformation everyone talks about but few actually accomplish. Check out our guide to avoid common pitfalls in MQA transformation prior to the webinar to ensure your team focuses on what truly drives change — not just the shiny new tools.

Speakers

Kathy Macchi, our head of Innovation and Co-founder of Inverta, has led dozens of revenue teams through this exact evolution—with the battle scars and success stories to prove it! 

David Hsu, VP of Marketing Technology and Operations, Pagerduty, is currently working through this transition and can provide tips and tricks to help streamline yours for increased efficiency and success.

Watch the webinar today - this evolution needs a good leader! 

Yes, change is uncomfortable. So is explaining to leadership why qualified leads aren't turning into revenue.

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