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 He argues that traditional MQLs are outdated, pushing CROs to adopt new strategies focusing on collective buyer engagement.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.

31:23

Creator website

Episode guests

Randy Likas

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

CROs must redefine engagement strategies by focusing on buying groups rather than outdated MQLs due to changing buyer behaviors.

Breaking down silos between sales, marketing, and customer success is crucial for enhancing revenue efficiency and adapting to market demands.

Deep dives

The Evolution of Revenue Leadership

The role of the Chief Revenue Officer (CRO) is becoming increasingly important as the landscape of B2B SaaS companies evolves. With a shift from pure growth metrics to a focus on efficiency and collaboration, CROs are expected to take the lead in unifying sales, marketing, and customer success teams. This shift reflects a broader trend where organizations aim to break down silos and foster cross-functional teamwork to enhance revenue generation. An effective CRO not only aligns diverse functions around common revenue goals but also adapts to changing market demands and buyer behaviors.

Intro

2min

Evolving Role of the Chief Revenue Officer

7min

Navigating Sales and Marketing Synergy

5min

Evolving Sales Strategies: Buyer Behavior Shift

6min

Evolving Role of CROs in Revenue Generation

7min

Evolving Roles of CROs: Building Relationships and Driving Change

3min

Guest: Randy Likas, Head of North America Go-to-Market at Nektar

Traditional marketing tactics are losing their edge, with MQLs falling short as costly, outdated signals of real buyer intent.

In this week’s episode, we explore tactics for CROs to tackle the “great ignore” with guest Randy Likas, Head of North America Go-to-Market at Nektar, a revenue efficiency platform that unifies customer interaction data and helps you discover new revenue opportunities.

Randy discusses how CROs must reevaluate their playbooks and processes, focusing on how to re-engineer strategies and redeploy technology to align with emerging trends in buyer behavior–positioning the CRO role as not just operational but transformational.

Key insights you'll gain:

How changing buyer behaviors, like the "great ignore," are reshaping outreach strategies
Why MQLs are losing relevance and how to focus on buying groups instead
How breaking down silos between sales, marketing, and success boosts revenue efficiency

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

No commitments, no pressure—just actionable advice to help you book more demos.

Your next demo is just a click away—claim your free review now.

Get the Snipd
podcast app

Unlock the knowledge in podcasts with the podcast player of the future.

AI-powered
podcast player

Listen to all your favourite podcasts with AI-powered features

Discover
highlights

Listen to the best highlights from the podcasts you love and dive into the full episode

Save any
moment

Hear something you like? Tap your headphones to save it with AI-generated key takeaways

Share
& Export

Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more