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The MQL Smackdown

Listen to Revenue Makers wherever you listen to podcasts:

For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?

In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational challenges, change management strategies, and practical adjustments that can make MQLs a valuable signal without letting them take center stage. She also explains how flipping the MQL process can create stronger collaboration between marketing and sales teams.

In this episode, you’ll learn:

  1. Why MQLs get a bad rap and how to redefine their role
  2. The operational and change management challenges of ABM
  3. Practical ways to align sales and marketing for better outcomes

Jump into the conversation:

00:00 Introducing Nadia Davis
05:01 The controversy around MQLs in ABM
08:05 Flipping the traditional MQL process
11:50 Using MQLs as signals, not goals
14:08 Timing challenges with MQL engagement
15:40 Operational hurdles in ABM success
18:37 Refining ICPs and account lists
21:52 Change management in ABM adoption
27:05 Bridging offline and online marketing

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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