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


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


  • 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

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