Gartner Research

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

Published: 15 June 2015

ID: G00277539

Analyst(s): Todd Berkowitz, Mark Paine

Summary

Providers can increase marketing effectiveness by focusing on metrics that reflect the entire sales funnel, not just the top part of it. Marketing-qualified lead growth is important, but other metrics are important to measure marketing's contribution to the business and improve alignment with sales.

Table Of Contents

Analysis

  • Introduction
  • Despite Widespread MQL Growth, Problems Persist
    • Creating More MQLs Doesn't Solve the Alignment Issues Between Marketing and Sales Organizations
    • A Customer-Led Buying Cycle Changes the Definition of MQLs
    • MQLs Won't Grow Significantly Faster Than the Overall Market
  • Moving Beyond MQLs — Other Ways to Measure Marketing Performance
    • MQL Conversion Rates
    • Competitive Win Rates
    • Customer Retention and Revenue Growth
  • Summary

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.