Is the M C Ls Still a Concept?

Chris Walker joined the Alphov & Lopez Podcast for a full 90 minutes to chat through attribution, high intent vs. low intent, and overall marketing strategy. Chris was asked what would happen if marketers forgot about leads and demo requests and instead focused solely on qualified pipeline and revenue. He also shared his thoughts on how ABM is nothing new, and how he'd recommend it be implemented today in an organization especially given the common disconnect between marketing and sales targets. Chris dove further into the distinction between dark funnel and dark social, and shared the benefit of focusing on building your brand there as opposed to waiting for buyers to trigger an outbound action.