Forget about MQLs & MQAs

Leave the vanity metrics behind

Author

Tyler Pleiss
September 15, 2024

Please pause what you’re doing if this is you…

Measuring account-based success using MQLs or MQAs.

Forget about it.

If you’re still measuring MQLs a success metric in general, ew. It’s time to move on from the 2010 HubSpot inbound playbook.

Those are individual focused, and is a quantity over quality game. And honestly, only about 1% of them even convert to revenue.

MQAs on the other hand, if you’re running a targeted demand gen strategy or 1:Many account-based strategy are fine in that context.

They do force you to think about how you’re driving increased engagement at the account level but they’re best served when tracking hundreds or thousands of accounts as part of your overall named account list.

But when it comes to a true account-based GTM strategy on a 1:1 or 1:few level these aren’t the metrics to measure and communicate success.

On this level you’re aligning key GTM teams around a set of accounts to drive an increase in reach, engagement and other high level funnel metrics.

Within The Ultimate Guide to Building an Account-Based GTM Strategy you will find the six metrics to measure and benchmarks.

These are the same metrics and benchmarks that I use to communicate our own success in any meeting or communication I send out about how the strategy is doing.

Using these metrics will help you drive more top-down, cross-functional buy-in and constructive conversations to drive account-based GTM success.

LinkedIn Post of the Week!

Build consistent cadences for driving account-based success.

I love this post from Josh as he details the right way to drive communication and collaboration for your account-based strategy.

www.linkedin.com/posts/joshuaweale_abm-accountbasedmarketing-b2bmarketing-activity-7240276383321522177-SC5r?utm_source=share&utm_medium=member_desktop

The Ultimate Guide to Building an Account-Based GTM Strategy

Have you accessed the guide yet?

Create a strategy that directly aligns to achieving GTM goals.

http://www.linkedin.com/embed/feed/update/urn:li:share:7110367567763898368

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