Building a Modern GTM Playbook

Most B2B companies are still using MQLs as their core demand gen metric. It's failing and causing unneeded conflict between marketing and sales.     

MQLs are based on arbitrary scores. They measure interest, not intent. They inflate pipeline that never converts and make marketing look successful even when sales sees zero revenue from it.

If you’re still tracking MQLs, you’re not measuring demand. You’re measuring noise.

Here’s what modern, revenue-focused demand generation teams are tracking instead:

1. Pipeline Contribution

What % of qualified pipeline is being driven by marketing efforts?

Instead of just leads, track:

• Volume of qualified opps entering pipeline
• Movement of opportunities through key deal stages
• Conversion rate from initial interest to HIRO (High-Intent Revenue Opportunity)

The goal is shared success across marketing, sales, and SDR teams — not attribution wars. Focus on creating real buying momentum.

2. Cost Per Pipeline Dollar (CPPD)

CPL is dead. It doesn’t account for quality or close rates.

Use CPPD instead:
CPPD = Campaign spend ÷ pipeline value created

Compare channels, campaigns, and tactics by ROI — not just clicks.

3. Revenue Velocity

It’s not just about how much pipeline you create — it’s how fast it moves.

Track:

• Time from lead to qualified opp
• Time from opp to closed/won
  
  

Faster-moving pipeline = better alignment with readiness and sales fit.

 

4. Meeting Conversion Rate

Track how many leads turn into real sales conversations:

• Completed and qualified meetings

• Channel-specific conversion rates

High meeting conversion = strong fit + messaging that resonates.

 

5. Engaged Buying Teams

A single lead isn’t enough. You need to influence the entire buying group.

Use ABM and intent tools to track:

• Number of roles engaged per account
• Content shared within teams

Repeat visits across personas


This shows true demand maturity — not just isolated interest.

 

Conclusion

Modern demand gen isn’t about generating more leads. It’s about building measurable, scalable pipeline that sales can close.

If you want to earn a seat at the revenue table, ditch the MQL and start tracking what actually moves the needle.

Want help auditing your current demand gen metrics? Let's talk.