RevOps as the Architect of Modern GTM (with Mark Turner of Demandbase)
GTM Live
00:00
Measuring Engagement in Go-to-Market Strategies
This chapter focuses on the significance of engagement metrics within the go-to-market function, especially how marketing and sales influence target account interactions. It explores the transition from basic engagement indicators to more established metrics like MQLs and MQAs, emphasizing alignment with tangible business outcomes. Additionally, the discussion covers the importance of tracking customer intent, utilizing scoring models, and the integration of tools to enhance communication and relationship-building efforts.
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