Budget reviews follow a predictable pattern. Someone pulls the attribution data, ranks the channels by volume, and recommends cutting the ones at the bottom. The channel that generated the fewest leads gets flagged. The one with the highest cost per lead gets questioned. The one nobody can attribute pipeline to gets put on the chopping block. The problem is that the channels at the bottom of the attribution report aren't necessarily the ones performing worst. They might be th

The lead came in at 2:14pm on a Tuesday. A demo request from a senior marketing director at a company that matches your ideal customer profile perfectly. The form submission triggered a notification in the CRM. An email went to the assigned sales rep. The sales rep was in a meeting. Then another meeting. Then catching up on emails from the morning. Then it was end of day. The lead sat in the queue overnight. The next morning, the rep had three other priorities. The follow-up

Here's a test you can run in five minutes. Walk up to three people on your marketing team and ask each of them to draw your lead lifecycle on a whiteboard. From first touch to closed deal. Every stage, every transition, every handoff. Compare the three drawings. They won't match. One person will show five stages. Another will show seven. The criteria for moving from one stage to the next will be different in each version. The point where marketing hands to sales will be in a

A marketing qualified lead (MQL) is a prospect who has been evaluated by the marketing team and determined to be more likely to become a customer than other leads in the database. The qualification is based on a combination of who the lead is - their job title, company size, industry, and other firmographic data - and what they've done - their engagement with marketing content, website visits, email interactions, and other behavioural signals. The MQL is the handoff point bet

How do we help more of the right accounts become sales-ready in ways that look like deals we actually win? That question forces a more grown-up strategy. It pushes marketing closer to revenue. It exposes weak measurement. It sharpens targeting. It improves alignment with sales. And, perhaps most importantly, it stops teams mistaking form fills for progress.

Lead scoring is a method of ranking prospects based on how likely they are to become customers. It assigns numerical values to leads based on two things: who they are (demographic and firmographic data) and what they do (behavioural data). When a lead's score reaches a defined threshold, it's classified as marketing-qualified and handed to sales.

Lead scoring used to feel like grown-up marketing. A neat little system that turned chaos into order. A tidy number that told sales who to call first. A dashboard that made everyone feel like the funnel was being managed by competent adults. And then real life happened.

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Buyer behaviour evolved and new technologies emerged - it’s become clear that MQLs are no longer the best way to measure lead quality.

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