For decades, the marketing qualified lead (MQL) has been the centerpiece of B2B go-to-market (GTM) strategies. It has shaped how marketing teams operate, how sales teams prioritize outreach, and how executives measure marketing’s contribution to revenue.
However, the MQL no longer fits this purpose. It’s not just an outdated metric; it represents a way of thinking that disconnects GTM teams from real business impact, misaligns incentives and fails to reflect how modern buyers behave.
Yet, reversing an entire generation’s worth of thinking is no small task. Executives, sales teams and marketing leaders have all built processes, playbooks and expectations around MQLs. Abandoning them without a structured replacement risks losing credibility.
The path forward isn’t about erasing the past — it’s about evolving. By reframing this shift as a necessary response to AI, financial scrutiny and fiduciary responsibility, GTM teams can move beyond vanity metrics and establish themselves as leaders in the next era of B2B growth.
The MQL no longer works
The MQL was introduced to measure marketing’s impact in a fragmented world where data was fragmented and sales teams needed a filtering mechanism for potential buyers. But over time, it has become an inaccurate, misleading and wasteful standard. It is a vanity metric, often based on engagement signals that do not indicate buying intent.
The traditional methods of counting MQLs — tracking form fills, content downloads and webinar registrations — have become increasingly detached from revenue generation. CMOs celebrate hitting MQL targets, yet sales teams still complain about receiving unqualified leads that go nowhere, causing frustration and misalignment between departments.
Dig deeper: It’s time for B2B marketing to understand its GTM role
A system built on vanity metrics
The MQL-industrial complex has only aggravated this issue. The entire martech and demand gen ecosystem is built around maximizing MQLs rather than revenue. This has led marketing teams to focus on boosting lead volume rather than prioritizing quality.
The problem is further compounded by agencies and vendors who profit from the system without being held accountable for whether their efforts translate into pipeline or revenue. Marketing organizations are incentivized to game the system, tweaking qualification thresholds and optimizing for lead counts while the actual goal — driving real business impact — takes a back seat.
The growing frustration across GTM teams
Beyond internal misalignment, the broader business community has already grown frustrated with how GTM performance is measured.
- Sales teams have long disliked chasing low-intent MQLs.
- Finance teams have lost confidence in marketing-driven revenue forecasts.
- CEOs struggle to connect marketing spend with actual business growth.
This disconnect is not just a minor inefficiency but a fundamental failure in how companies measure and drive revenue growth. Even those who do not yet have a clear solution recognize the current system is broken.
The MQL model ignores critical business realities
Beyond its internal flaws, the MQL framework fails to account for three major factors:
Time lag
Marketing efforts rarely yield immediate sales results. In most B2B markets, there is a significant time lag — often spanning 9 to 15 months — between initial marketing spend and the corresponding revenue impact. MQL-based reporting disregards this reality, encouraging marketing teams to prioritize short-term, low-value engagement tactics instead of long-term strategies that genuinely drive the pipeline.
External marketplace forces
Economic downturns, competitive shifts and industry trends all influence deal velocity and buyer intent. Yet, MQL models treat marketing as an isolated demand driver, failing to account for these external variables. This narrow approach leads to misleading performance evaluations and misguided GTM adjustments.
The impact of brand and reputation on sales
Brand trust is one of the most powerful revenue drivers. Buyers are far more likely to engage with companies they recognize, trust and see as industry leaders. However, since it does not fit neatly into an MQL framework, it is often underfunded or ignored entirely in favor of immediate lead generation. The consequence? Companies sacrifice long-term sustainable growth for short-term lead volume.
Dig deeper: What do C-level execs think of their GTM strategies?
The legal and financial risks of clinging to MQLs
The stakes have increased since the Delaware 2023 ruling, which expanded the Duty of Oversight liability to corporate officers, including CMOs, CROs and CDAOs. This means that executives can now be personally liable for failing to oversee critical business risks, including the accuracy of marketing and sales effectiveness metrics.
If a GTM officer continues to rely on misleading MQL-based reporting, they could face real legal and financial consequences. The reality is stark: MQL-based forecasting is no longer just inefficient — it has become a fiduciary risk.
AI and advanced analytics are exposing the MQL’s flaws
AI-powered systems can now reveal which marketing activities truly drive revenue, cutting through the noise of vanity metrics.
With AI acting as an increasingly powerful arbitrator of business truth, the days of using inflated, feel-good metrics to justify marketing budgets are ending. The organizations that continue clinging to MQLs will soon find themselves on the wrong side of a technological reckoning.
Dig deeper: AI is transforming GTM teams into fiduciary powerhouses
The ‘no BS’ GTM model
The future of GTM is revenue causality, not lead generation. Marketing, sales and finance must align with the actual drivers of revenue, rather than using artificial engagement signals as a proxy.
The first step in this transformation is moving beyond MQLs and focusing on revenue-centric metrics. Track metrics that directly correlate with business growth, such as:
- Sales-qualified opportunities.
- Pipeline velocity.
- Win rates.
- Deal size.
Rather than relying on simplistic last-touch attribution models, companies must embrace causal analytics that determine the true impact of each marketing and sales initiative.
Why causal AI is the key to GTM success
Traditional marketing attribution is broken. It offers a simplistic, linear view of buyer behavior that ignores the complex interplay of factors driving sales.
Causal AI, however, brings a sophisticated, evidence-based approach to GTM strategy. It identifies the true cause-and-effect relationships between marketing investments and revenue outcomes, eliminating guesswork and revealing which strategies drive provable growth.
By using causal AI, you can:
- Separating correlation from causation ensures that marketing spend is allocated to the most impactful activities.
- Accurately model long-term marketing effects, including time lag, brand equity and market fluctuations.
- Optimize sales and marketing coordination, increasing pipeline velocity and improving conversion rates.
In an era where AI-driven transparency and fiduciary accountability are redefining GTM, embracing causal AI isn’t just a smart move — it’s a governance imperative.
Implementing these insights will build a resilient, high-performance GTM engine capable of sustaining competitive advantage for years.
The time for change is now
The era of MQL-based marketing is coming to an end. AI-driven transparency, financial accountability and fiduciary risk are making the transition inevitable. The companies that embrace this shift now will gain a competitive edge. Those that resist will be exposed — either by AI, by their CFO or by a lawsuit.
The smartest GTM leaders will take control of this transition, ensuring that their teams, strategies and investments are aligned with real business impact. The future of GTM is about proving, optimizing and compounding real revenue impact.
Mark Stouse will discuss changes to GTM strategy as part of the Day Two keynote panel at the online MarTech Conference on March 26, 2025. He’ll be joined by Sangram Vajre of GTM Partners, Whitney Bouck of Insight Partners and Tim Hillison of Entry Point 1 for “The GTM Revolution Will Not Be Televised.” See the conference agenda and get your free pass.
Dig deeper: A 3-step guide to unlocking marketing ROI with causal AI
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