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.

Traditional funnels jump from a marketing signal (like an MQL) to an opportunity, creating a blind spot. They miss the 'Engagement' period of initial interaction and the 'Prospecting' phase of active sales pursuit. Ignoring these stages makes it impossible to diagnose performance issues or identify improvement levers.

ABM often fails because it's treated as a siloed marketing initiative. To be effective, it must be an "Account-Based Experience" (ABX) where marketing, sales, and operations are fully integrated to create a seamless, unified journey for the entire target account.

Focusing solely on pipeline as an ABM metric is short-sighted. A more immediate and foundational measure of success is the increase in key contacts within a target account. Expanding the buying committee reach is a critical precursor to larger deals and should be celebrated as a win.

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?"

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 maximizing the volume of prospects at the top of the funnel, strategically narrow your focus to fewer, high-potential accounts. This 'martini glass' approach prioritizes depth and engagement over sheer productivity, leading to better quality opportunities.

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.

Many firms reduce Account-Based Marketing (ABM) to tactics like direct mail or targeted ads. True success requires treating ABM as a comprehensive go-to-market operating model. This means aligning the core sales process and strategy first, before implementing any technology or specific campaigns.