For modern marketers, the MQL is inherently flawed. It doesn’t paint an accurate picture of their lead generation efforts, and it doesn’t ensure that sales is getting the quality leads they expect. In fact, nearly 80% of MQLs never convert into sales.

And let’s be honest—we can define and redefine our MQL criteria to ensure that we hit our targets. Who hasn’t bent the rules a little to get there? But marketers should do, and can do, better. The success of their business depends on it.

In this white paper, we’ll explain why marketers should no longer rely on MQLs as the ultimate source of truth for marketing success, and explore other ways that marketers can measure the ROI of their efforts.