B2B Agility with Greg Kihlström™: MarTech, E-Commerce, & Customer Success #71: Optimizing the handoff between marketing and sales with Gabe Lullo, Alleyoop
Nov 25, 2025
In this engaging discussion, Gabe Lullo, CEO of Alleyoop and host of the Do Hard Things podcast, dives into the challenges of the marketing-to-sales handoff. He critiques the traditional MQL model, suggesting it may be more of a hindrance than a help. Gabe advocates for a data-driven approach to identifying qualified leads and emphasizes the importance of defining ideal customer profiles. He also highlights the need for targeted outreach and effective training for sales teams, while sharing insights on how podcasting can supercharge brand visibility and lead generation.
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Episode notes
MQL Can Create More Friction Than Alignment
- The MQL can perpetuate rivalry between marketing and sales when treated as the end goal.
- Agility demands replacing legacy metrics with a focus on what actually generates revenue.
From Sales Floor To CEO
- Gabe Lullo grew from sales rep to CEO inside Alleyoop and saw sales development evolve firsthand.
- Alleyoop has helped over 1,600 companies build and fix sales development engines.
Prioritize ICP And Intent Timing
- Define and target your ICP precisely instead of spraying broad outreach.
- Use modern intent signals and timing data to prioritize prospects when they are ready to buy.