MQLs and SQLs - Bridging the Gap Between Marketing and Sales

06/14/23 • 19 min

The Marketing Mix: Thought-starters for B2B Business Leaders

Why are we talking about MQLs and SQLs?
Funnel Marketing has dominated the last two episodes. First, it was the interview with Gia Laudi, author of "Forget the Funnel." Then I shared my thoughts on how the Funnel can be used effectively for start-ups and growth companies.
Marketing Qualified Leads are a layer on top of the Funnel that bridges the gap between Marketing and Sales teams. So if you've just set up a stand-alone marketing team, or your Sales and Marketing folks just don't talk to each other, MQLs and SQLs can be a great way to improve communication and reduce friction.
I explain how MQLs/SQLs work, and emphasize the importance of agreeing on definitions of each, between the teams; and I talk about the metrics to look at around the process.
I also highlight some of the time-sinks that exist around the funnel - namely, Lead Scoring and Attribution. They may make sense for Enterprise organizations with well established marketing teams. But for most companies, they just suck up precious resources.
I also mention a Generative AI session I participated in, run by Frederick Werhle and the San Francisco AMA. More info here.
Some additional reading:
Salesken.ai "Marketing Qualified Lead vs. Sales Qualified Lead vs. Sales Accepted Lead"

Salesdorado: "Why Your Lead Scoring System is Probably Useless"

Salesdorado: "Why Your Lead Scoring System is Probably Useless"

Previous Episode

Funnel Marketing and Pirate Metrics - What are they and how do they work?

On the last episode, I talked with Georgiana Laudi, co-author of Forget the Funnel. And that led to questions around 'what, actually, is the Marketing Funnel"?!
So this week, I explain some of the models that marketers use when we talk about Demand Generation. And talk about the pros and cons of each.
I describe the five stages of a typical Marketing Funnel - Awareness, Interest, Consideration, Conversion, and Loyalty; and use the example of Moo's marketing approach to highlight how this can be put into practice.
Pirate Metrics were developed specifically for SaaS companies and tech start-ups; and I explain how that compares to the traditional funnel.
And I introduce the concept of MQL/SQL - Marketing Qualified Leads and Sales Qualified Leads.
Some additional reading on Funnel Marketing:
Ahrefs: "Marketing Funnels - Everything You Need to Know"
Semrush: "How to Build an Effective Content Marketing Funnel"

And Pirate Metrics:
The original blogpost from June 2007 by Dave McClure
Chasm Blog: What Is AARRR Pirate Metrics Framework?

Next Episode

Rebranding based on Customer Research | A conversation with Joan McGeough, CMO of The DAK Group

Steve talks with Joan McGeough, Chief Marketing Officer at the DAK Group, to discuss their recent rebranding project and the crucial role customer research played in informing their decisions.

The DAC Group is looking to revitalize their visual identity and validate their messaging to better resonate with their target audience. Joan shares her experiences from the rebranding journey, from selecting the right agency, to getting feedback from their clients and stakeholders, and using that insight to develop a fresh visual style.

This episode sheds light on the intricacies of rebranding, and the pivotal role of customer research in driving a successful branding project.

Key Takeaways:

Customer research was the foundation of the rebranding process, allowing the company to gain insights into how they were perceived and validate their own self-perception.

The selection process for the external agency involved referrals, assessing credentials, and evaluating personal fit, ensuring alignment in understanding the company's vision and conducting research upfront.

S3, the agency chosen, embraced the idea of incorporating research as the foundation for creative elements such as design, color, and messaging.

The research findings pleasantly surprised the DAK Group by affirming that their core values and strategic approach were indeed perceived as they had intended.

Joan underscores the importance of obtaining authentic feedback to maintain authenticity and ensure the company's messaging truly resonates with customers.

The Marketing Mix: Thought-starters for B2B Business Leaders - MQLs and SQLs - Bridging the Gap Between Marketing and Sales

Transcript

(00:36):

On the marketing mix this week I'm going to be continuing my discussion on demand generation following on from the last episode where I talked about the marketing funnel. Before I dive into that though, there's a couple of things I want to highlight. Firstly, I'll be going back