Friction between sales and marketing often stems from using separate definitions for a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL). The most effective approach is to have one unified definition: a potential customer that sales can realistically close. This focuses both teams on the ultimate goal of revenue generation.

Focusing on successful conversions misses the much larger story. Digging into the reasons for the 85% of rejected leads uncovers systemic issues in targeting, messaging, sales process, and data hygiene, offering a far greater opportunity for funnel improvement than simply optimizing wins.

Metrics like "Marketing Qualified Lead" are meaningless to the customer. Instead, define key performance indicators around the value a customer receives. A good KPI answers the question: "Have we delivered enough value to convince them to keep going to the next stage?"

Top-performing companies are abandoning traditional metrics like MQLs. They now focus on understanding the entire prospecting process—from lead creation to BDR/SDR engagement—to generate stronger pipeline, higher win rates, and more revenue with less wasted effort.

CMO Ben Schechter argues that tracking raw lead count is a dangerous metric. A marketing leader can easily manipulate lead scoring to hit a volume target, flooding sales with low-quality prospects. This erodes sales team trust and causes them to stop following up on all marketing-generated leads.

To shift from reactive 'order takers' to strategic advisors, partner marketers should first document their sales counterparts' specific goals (e.g., net new logos, deal registrations). This 'working backwards' approach aligns all marketing activities to sales objectives, building trust and ensuring marketing serves as a strategic partner, not just an execution arm.

In B2B sales with multiple decision-makers, tracking individual MQLs is a "lazy metric" that misrepresents buying intent. Success depends on identifying and engaging the entire buying group. Marketing's goal should be to qualify the group, not just a single lead.

Instead of chasing quantifiable but often misleading metrics like MQLs or pipeline attribution, focus on qualitative feedback from sales. Successful brand marketing means the sales team enters 'warm rooms' where customers are already familiar with and receptive to the company, eliminating the need to start from zero.

Ditch MQLs. For sales-led motions, measure marketing on qualified pipeline (deals converting at >25%). For PLG motions, measure 'activated signups,' where users hit their 'aha moment.' This aligns marketing with quality and revenue, not volume.