Goodbye MQLs! Hello Opportunities!

Sales and marketing leaders must align on a new perspective for driving demand. Historically, marketing’s focus and the expectation of sales was the generation of individual leads or MQLs — marketing qualified leads. However, Forrester’s 2021 B2B Buying Survey confirmed that more than 80% of B2B buyers had to involve groups of stakeholders in their most recent purchase. It’s time for sales and marketing leaders to say goodbye to their simplistic focus on individual leads and instead transition to a common focus on opportunities and the buying group members involved in the decision process. In this report, we expose the weaknesses of the lead-focused approach and share a roadmap for adopting an aligned sales and marketing process for building the opportunity pipeline needed for success.