Tom Doherty

• 2nd

I just watched a 30-second video announcing that MQLs are dead. The reason given was that an MQL is only one person, and B2B deals are decided by buying groups. Every buying committee I ever sold into in thirty-plus years started with one person. That person was the MQL. The job was never to stop there. The job was to turn that person into a champion and use them to reach the economic buyer, the technical evaluator, and procurement. Sales has had a name for this for decades. A deal that rests on one contact is single-threaded, and the fix is called multi-threading. That's a sales execution problem, not a dead acronym. The best part is that the research firm leading the MQL funeral owns the company that invented the MQL. This edition covers where the obituary came from, why it's wrong, and ten other things tech and marketing declared dead that are still very much alive. Read on, dear reader. ↓