Beyond MQLs: How Modern CMOs Are Proving Marketing's Impact

For years, marketing-qualified leads (MQLs) were the currency of demand generation.​ They give marketing teams a clear way to communicate progress internally, measure conversion and demonstrate pipeline contribution to sales. For many organizations (especially in SaaS), the MQL to sales-qualified lead (SQL) handoff became the operating model for organic growth.

However, today's B2B buying journeys have outgrown any measurement system built around a single hand raise. Gartner Inc. found that buying groups now range from five to 16 individuals across as many as four functions, making one prospect's activity a thin proxy for true buying momentum.

Modern CMOs are shifting the conversation from lead volume to opportunity momentum. Instead of optimizing around isolated form fills, they are looking for evidence that marketing is helping the right accounts move closer to revenue.

Please select this link to read the complete article from Forbes.