Are MQLs still relevant in modern marketing?

In the world of B2B, few metrics have dominated marketing conversations as much as the Marketing Qualified Lead (MQL). For years, MQLs have been the primary yardstick used to gauge the effectiveness of marketing teams. But as the business landscape evolves, the utility and relevance of MQLs are increasingly being called into question.

Are MQLs still the gold standard for marketing measurement, or is it time for a shift?

The rise of the MQL

MQLs emerged as a cornerstone metric in the early days of digital marketing. With the advent of marketing automation platforms, marketers could track website visits, form submissions, and email engagement. These interactions were scored and ranked, creating a quantifiable way to determine a prospect's likelihood to become a sales opportunity.

This approach was revolutionary at the time. It gave marketing teams a measurable way to demonstrate their contribution to the sales pipeline, creating alignment between marketing and sales goals. However, as marketing and sales strategies have matured, cracks in the MQL-centric model have begun to show.

The limitations of MQLs

While MQLs remain a useful tool, they have significant limitations, particularly in a complex B2B buying environment:

Focus on quantity over quality

The traditional MQL model often prioritizes generating a high volume of leads over nurturing high-quality prospects. This can result in marketing teams chasing vanity metrics that inflate lead counts but fail to deliver meaningful revenue outcomes.

Misalignment with Sales

One of the most common complaints from sales teams is that MQLs don’t always translate into Sales Qualified Leads (SQLs) or closed deals. A lead’s engagement with a piece of content doesn’t necessarily indicate buying intent, leading to friction between marketing and sales teams.

Outdated buyer journeys

Modern B2B buyers conduct extensive research independently before engaging with a vendor. They may interact with a company’s content multiple times before showing any intent to purchase. The linear buyer journey that the MQL model assumes is no longer applicable in today’s multi-touch, multi-channel landscape.

Lack of revenue accountability

MQLs measure marketing’s ability to generate interest but don’t account for the ultimate goal: revenue. Relying solely on MQLs can obscure whether marketing efforts are driving actual business outcomes.

Alternative metrics to consider

To address the limitations of MQLs, many B2B organizations are shifting their focus to metrics that better reflect the realities of modern marketing. Here are some alternatives:

Pipeline contribution

Rather than tracking MQLs, measure marketing’s contribution to the sales pipeline. This metric focuses on the total value of opportunities that marketing efforts have influenced, offering a more direct link to revenue.

Revenue attribution

Revenue attribution models—such as first-touch, last-touch, or multi-touch—help connect marketing activities to closed deals. This approach ensures marketing’s impact on revenue is accurately represented.

Account-based metrics

For organizations adopting account-based marketing (ABM) strategies, metrics like account engagement, pipeline velocity, and account conversion rates are more relevant than MQLs. These metrics emphasize targeted efforts over broad lead generation.

Customer lifetime value (CLV)

Focusing on CLV encourages marketing teams to prioritize quality over quantity. By targeting prospects likely to become long-term customers, marketing can align more closely with the overall business strategy.

The role of MQLs in a modern marketing strategy

Does this mean MQLs should be abandoned entirely? Not necessarily. When used in conjunction with other metrics, MQLs can still provide valuable insights. The key is to view MQLs as part of a broader measurement strategy rather than the sole indicator of success.

For example, MQLs can be a useful early-stage metric for tracking lead generation and engagement. However, they should be complemented by metrics that measure pipeline progression, deal velocity, and revenue impact. This approach ensures a more holistic view of marketing’s contribution to business outcomes.

Building a modern marketing measurement framework

To move beyond MQLs, B2B marketers should consider the following steps:

1. Align marketing and sales goals

Collaborate with sales to define what constitutes a qualified lead, opportunity, and closed deal. Ensure both teams agree on metrics and workflows.

2. Implement advanced attribution models

Invest in tools and platforms that enable advanced attribution modeling. This will provide a clearer picture of how marketing activities influence the buyer’s journey.

3. Adopt account-based strategies

For B2B organizations targeting enterprise clients, ABM metrics often provide a more accurate measure of success than traditional lead-based metrics.

4. Focus on revenue and retention

Shift the focus from lead volume to revenue growth and customer retention. Metrics like pipeline contribution and CLV emphasize long-term value over short-term wins.

Final thoughts

While MQLs have played a significant role in the evolution of B2B marketing, they are no longer sufficient as a standalone metric. The modern marketing landscape demands a more nuanced approach that aligns with today’s complex buyer journeys and revenue-driven objectives. By complementing MQLs with metrics like pipeline contribution, revenue attribution, and account-based engagement, B2B marketers can build a measurement framework that drives meaningful business outcomes.

The question isn’t whether marketing should be measured by MQLs but how MQLs fit into a more comprehensive strategy for success. The future of marketing measurement lies in embracing metrics that reflect the full scope of marketing’s impact on the business...