Every demand-gen marketer knows what it’s like to get stuck on the MQL hamster wheel. You get into a cycle of churning out more leads and demos – while pipeline and revenue are left out of the party.

Moving away from MQLs to revenue involves a big overhaul of sales and marketing processes, and sadly B2B marketers on LinkedIn aren’t really explaining how to do it.

In this week’s DGU, you’ll get an inside look at how we moved away from being solely focused on MQLs to working across the whole pipeline and revenue.

Check out the full episode to hear why marketing should look further down the funnel.

Find out:

• Why it’s always important to look at data
• How Metadata changed its approach to pipeline and revenue
• How we distinguished real from “fake” pipeline

0:00 – 1:14 Intro

1:14 – 2:49 Why data is always important to track

2:49 – 6:44 Advice for dealing with “armchair marketers”

6:44 – 15:07 How Jason began to change the way we measure data at Metadata

15:07 – 17:00 What “good data” looks like

17:00 – 23:32 How Metadata moved from leads to MQLs to pipeline

23:32 – 25:54 How to look at leading indicators

25:54 – 27:08 Why measure your funnel every day?

27:08 – 32:46 Why planning for a worst-case scenario isn’t always enough

32:46 – 36:51 Advice for people making the jump from MQLs to pipeline and revenue

36:51 – 38:16 Outro