SaaS Backwards - Reverse Engineering SaaS Success Ep. 145 - The Death of the MQL: A New Playbook for SaaS CROs
Dec 6, 2024
Randy Likas, Head of North America Go-to-Market at Nektar and host of the Revenue Lounge podcast, shares insights on the shifting landscape of B2B sales. He argues that traditional MQLs are outdated, pushing CROs to adopt new strategies focusing on collective buyer engagement. Randy highlights the importance of breaking down silos between sales and marketing, and how evolving buyer behaviors demand adaptive sales tactics. Collaboration and technology integration are emphasized as vital for driving revenue and enhancing customer success.
AI Snips
Chapters
Transcript
Episode notes
CROs Lead Revenue Restructuring
- SaaS firms are restructuring revenue generation, with CROs leading the change.
- Marketing now reports to CROs, who own all revenue streams, including marketing, sales, and success.
The Great Ignore
- The over-reliance on sales engagement platforms has led to spammy behavior and the "great ignore."
- Buyers are becoming immune to automated messaging and are less likely to respond.
MQLs Losing Relevance
- Traditional lead generation metrics like MQLs are becoming less effective in predicting pipeline and revenue, especially for high-ARR products.
- Focusing on buying groups and their engagement is more relevant than individual MQLs.