Most B2B marketers use MQLs to show their value to the organization-- but should we? I argue that the MQL is an ineffective metric for B2B organizations selling high ACV software.

1. If all you bring is leads,
you’re dead.
D A N I E L R O D R I G U E Z
Head of Revenue of Alyce
FormerVP of Marketing at Seismic
H I G H –T O U C H , H I G H R E T U R N M A R K E T I N G

2. It’s not just you.
Demand gen got hard.

3. You have more competition.

4. Patrick Campbell’s State of Emergency: https://www.slideshare.net/PatticusCampbell/patrick-campbell-the-state-of-the-subscription-economy

5. There are no new channels.

6. Patrick Campbell’s State of Emergency: https://www.slideshare.net/PatticusCampbell/patrick-campbell-the-state-of-the-subscription-economy

7. Plus, we kicked ourselves while we’re down

8. We created a metric and language that
makes us really unpopular:
MQL

9. At Seismic, we had about an 8% MQL to Opp
conversion rate (and 2% MQL to close).

10. >90%
of our output is non-recyclable,
non-compostable waste.

11. Who do 8% of people find trustworthy?
Congressmen.

12. If we have high value customers, we’re
taking the wrong approach

13. OPPORTUNITIES
are how sales gets paid.
They should be the currency.

14. So what should marketers do differently?

15. Be the thoughtful friend to the
leads
people
who should be your customers

16. What would you do if you needed to get just one customer?
The same thing that a thoughtful friend would do.

17. Find out what the company cares about.
Find out what the people care about.
Send them a handwritten card.
Surprise them with a thoughtful gift.
Never pester them.
Never blabber on endlessly about yourself.

18. Help create opportunities, not MQLs.
I N S U M M A R Y:
“What would a thoughtful friend do?”

19. Bring on the
questions!
T H A N K Y O U
Daniel Rodriguez
daniel@alyce.com
C O N TA C T M E