The B2B marketing landscape has shifted a lot since the late 1990s when marketing qualified leads (MQLs) were first introduced as the best way to identify in-market prospects. Today, some GTM teams are evolving to organize their strategies and operational processes around best-fit accounts and the buying groups within them.
This presentation e-book, pulling from the webinar Don’t Let Culture Eat Revenue: Building an Intent Driven Revenue Engine, featuring Forrester Vice President and Principal Analyst Terry Flaherty and TechTarget CMO John Steinert, explores the opportunities we’re missing by solely focusing on MQLs and how to leverage three value drivers to transform the revenue process.
