GTM Live Building a Modern Growth Engine with Ashley Lewin
Oct 3, 2025
In a captivating discussion, Ashley Lewin, Head of Marketing at Aligned and a seasoned strategist from Refine Labs, critiques the overreliance on MQLs that stalls revenue growth. She shares insights from her audits of 30+ companies, advocating for a shift to qualified pipeline metrics instead. Ashley highlights the importance of a clean marketing infrastructure, including implementing HubSpot’s Lead object, and emphasizes the need for a cultural change in how teams view disqualification. Her innovative approach reshapes conventional growth strategies, aiming for scalable revenue.
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MQL Obsession Breaks Growth
- Overemphasizing MQLs creates short-term tactics and wastes resources without driving predictable revenue.
- Focus on lagging revenue and leading indicators that map directly to revenue to change strategy and outcomes.
Measure What Maps To Revenue
- Hold marketing to qualified pipeline for sales-assisted motions and activated signups for PLG motions.
- Use those as leading indicators tied to lagging revenue instead of raw lead counts.
Infrastructure Is A Strategic Bet
- Fixing infrastructure and lead handoff is a high-impact strategic bet when building GTM from scratch.
- Clean systems enable better forecasting, decision-making, and downstream brand investments.