Why What We’ve Been Doing Is Wrong, How We Got Into This Mess, And What To Do About It

1 minute
Dec 16, 2021
Digital Marketing

  In this session, former SiriusDecisions/ Forrester analyst Kerry Cunningham explains how we ended up with an MQL-centric model for creating pipeline in B2B, why it was never fit for...

Why What We've Been Doing Is Wrong, How We Got Into This Mess, And What To Do About It

 

In this session, former SiriusDecisions/ Forrester analyst Kerry Cunningham explains how we ended up with an MQL-centric model for creating pipeline in B2B, why it was never fit for purpose, and what we need to do now to move past it.

Kerry will bring insights and data from his experience working with hundreds of B2B organizations over the past 8 years to make the case that it is well past time for B2B organizations to move on from the MQL – and that it is possible to do so.

Presentation Slides: