MQLs Are No Longer Enough: Why Marketing Should Be Required to Deliver a Qualified Buying Group (QBG)

For two decades, Marketing Qualified Leads (MQLs) have been the standard for measuring initial Marketing success—deliver a qualified contact in the target market and Sales can take it from there. With the B2B buying group swelling from 5.4 stakeholders to more than 11 today, Marketing should be held to a higher standard: delivering a marketing qualified buying group. Join Garin Hess, founder of Consensus and author of “Selling is Hard. Buying is Harder.” for a discussion of why and how Marketing should now be delivering multiple stakeholders to Sales. Imagine getting two, three or more stakeholders already engaged and qualified from the same target company as the first “contact”. It’s not only possible, but should be the new standard. Get Marketing to adopt this new approach and related technology and everything moves faster.