Banish the MQL? Four Fears and Five Breakthroughs from B2B CMOs

By Matt Heinz, President & Founder of Heinz Marketing
This past week we kicked off a new series of CMO breakfasts across North America starting with Seattle and San Francisco.
These “no slides, no pitches” breakfasts feature networking and vibrant discussions on highly relevant topics for B2B marketing leaders.  Special thanks to 6sense and Hushly for joining us and making this series possible.
For these breakfasts, we chose a particular challenge for CMO attendees to discuss inspired by 6sense CMO Latane Conant’s “no forms, no spam, no cold calls” approach to prospect experience and the breakthrough this created for her organization.
The topic:
Let’s say in your next job, the CEO banished the venerable marketing qualified lead (MQL).  You weren’t allowed to use it as a marketing metric.  Would this excite you?  Frighten you?  How would you create a marketing strategy and model that changed the way your team operated, prioritized tactics, and reported on