For years, marketers have debated the value of MQLs, with some calling them outdated and others advocating for their evolution. But what if the solution isn’t to abandon MQLs altogether, but to reimagine how they’re used?
In this episode, Nadia Davis, Senior Director of Revenue Marketing and Operations at PayIt, shares her unique perspective on the role of MQLs in account-based marketing (ABM). Nadia highlights the operational challenges, change management strategies, and practical adjustments that can make MQLs a valuable signal without letting them take center stage. She also explains how flipping the MQL process can create stronger collaboration between marketing and sales teams.
In this episode, you’ll learn:
Why MQLs get a bad rap and how to redefine their role
The operational and change management challenges of ABM
Practical ways to align sales and marketing for better outcomes
Jump into the conversation:
(00:00) Introducing Nadia Davis
(05:01) The controversy around MQLs in ABM
(08:05) Flipping the traditional MQL process
(11:50) Using MQLs as signals, not goals
(14:08) Timing challenges with MQL engagement
(15:40) Operational hurdles in ABM success
(18:37) Refining ICPs and account lists
(21:52) Change management in ABM adoption
(27:05) Bridging offline and online marketing
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