Terry Flaherty

Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.

There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.

A major challenge when switching from MQLs to buying groups is changing your organization’s culture and mindset, as well. Learn more in this week’s Saying Goodbye to MQLs blog.

Whether you realize it or not, revenue development reps are already working with buying groups. Learn how to formalize this process internally today.

Curious of how long the shift to buying groups and opportunities takes? Register for Forrester’s webinar to find out how Reltio made this transformation in just 60 days.

In this week’s Saying Goodbye To MQLs blog, we address some of the questions we’ve received while publishing this blog series.

In this week’s Saying Goodbye to MQLs blog, we identify three common points in the revenue process where organizations can create the opportunity entity.

Learn what changes and what stays the same when you're shifting away from MQLs and toward opportunities and buying groups.

This Saying Goodbye to MQLs blog identifies the role of the opportunity entity and why your team should use it in the revenue process today.

In this week’s Saying Goodbye to MQLs blog, we discuss the relationship between accounts, buying groups, and opportunities.

This week’s Saying Goodbye to MQLs blog post looks at how leveraging signals to identify buying groups can drive value for your organization.

Welcome back to this multipart blog series answering why leads-centric marketing approaches don’t work. In this post, we look at what happens to the individuals if we focus on buying groups.

We received many great questions in our webinar on why leads-centric marketing approaches don’t work. In the first post of a multipart blog series, we focus on the shift from leads to opportunities.

Making the shift from MQLs (marketing-qualified leads) to buying groups and opportunities continues to be a hot topic that boils up many questions — which we’re here to answer. To support your organization’s transformation, Forrester is publishing the Saying Goodbye to MQLs multipart blog series. In this series, Amy Hawthorne, Maria Alexandrou, and I will […]

Switching from marketing-qualified leads to buying groups and opportunities can drive tremendous improvement, but success is also heavily dependent on your process. Learn more at this year’s B2B Summit North America.

What was once considered heretical by some has now moved to the forefront of marketers' priorities. At this year's B2B Summit North America, get advice for successfully transitioning from a marketing-qualified lead (MQL) focus to an opportunities-based approach.

The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process.

In part 1 and 2 of this blog series, we explored why the focus on MQLs is a restrictive approach. Just as B2B buying decisions are not made by an individual person or lead, the buying decision is also not made by an account. In this blog, we explore why shifting the focus to the MQA (marketing qualified account) is equally problematic.

In part 1 of this blog series, we looked at reasons why organizations need to end their focus on individual MQLs (marketing qualified leads) as the focus of their revenue process. In part 2, we look at more reasons why the transformation away from MQLs is necessary.