In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.
We cover:
→ Why the MQL is outdated and how chasing it misaligns sales and marketing
→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity
→ The leading metrics that signal you are moving in the right direction
→ Why attribution is helpful but should never be treated as gospel
→ The "how did you hear about us" trick for uncovering dark social and hidden content impact
→ How to build marketing's credibility internally by tying activity to business goals
→ What good reporting for leadership actually looks like
If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.
Tune in and learn:
→ Why quality engagement beats arbitrary lead scores and lead volume
→ How to align leading and lagging metrics to your funnel and stage of growth
→ Why you should be data informed, not just data driven
→ How to get leadership to change their beliefs using real customer stories
→ How to become a strategic advisor internally, not just the person dumping data into a report
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Timestamps:
0:00 Intro and the Be Better framework
0:50 What Be Better focuses on
1:35 The death of the MQL
3:40 Leading vs lagging metrics
6:20 Qualitative signals from your sales team
7:00 Avoiding the attribution trap
9:00 Be data informed, not data driven
10:30 Building marketing credibility internally
12:45 Getting leadership buy-in
14:20 What good reporting for leadership looks like
15:55 Key takeaways and recap
S08 E244 - The B2B Playbook #b2b #b2bmarketing #demandgeneration #demandgen #gotomarket #b2bsaas #marketingstrategy #icp #contentmarketing #revenuegrowth
