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Aligning marketing, teleservices, and sales on a common focus in the revenue process is critical. Most organizations historically focus on marketing qualified leads (MQLs) as the primary output of marketing, but many organizations are now sharing marketing qualified accounts (MQAs), especially when focused on account-based marketing (ABM) initiatives.
While these approaches are common in many revenue processes, both have severe limitations. Join this session to understand the major processes, systems, and cultural issues with both MQLs and MQAs. Learn why a focus on opportunities shared throughout the process is the best approach to optimizing the performance of the revenue process.
Key takeaways:
Target audience level: intermediate
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Sales and marketing leaders must align on a new perspective for driving demand based on opportunities and buying groups rather than individual leads.
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