Gartner Research

Tech Go-to-Market: The Marketing-Qualified Lead Trap and What Marketers Should Measure

Published: 16 December 2013

ID: G00257722

Analyst(s): Todd Berkowitz , Mark Paine

Summary

Marketing-qualified leads play an important role in measuring marketing performance, but a sole focus on them rarely enables providers to meet revenue targets. Use a more holistic range of metrics that directly impact business results, especially beyond the current quarter.

Table Of Contents

Analysis

  • Introduction
  • Despite Widespread MQL Growth, Problems Persist
    • The Focus on MQLs Has Not Solved Alignment Issues Between Marketing and Sales Organizations
    • A Customer-Led Buying Cycle Changes the Definition of MQLs
    • MQLs Shouldn't Grow Significantly Faster Than the Overall Market
  • Moving Beyond MQLs: Other Ways to Measure Marketing Performance
    • Tying MQLs to Closed Deals
    • Competitive Win Rates
    • Customer Retention and Revenue Growth
  • Summary

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