From MQLs to Pipeline Metrics | Strategy Guide

Transform Your GTM by shifting from MQLs to Pipeline

Master the shift from MQL-centric reporting to pipeline-focused metrics with this comprehensive guide. Created for B2B SaaS CEOs, VPs of Marketing, and experienced marketers, this guide turns industry insights and proven frameworks into actionable steps that align marketing and sales on what really matters: high-quality pipeline.

What's inside

• Rethinking Metrics: Learn why MQLs fall short and how pipeline-centric KPIs drive better decisions, team morale, and sustainable growth.

• Operational Frameworks: Get a clear lifecycle definition of leads, opportunities, and pipeline stages so your teams can work seamlessly together.

• Efficiency Boosters: Discover practical steps to cut down lead scoring complexity, speed up sales handoffs, and improve overall GTM performance.

• Channel & Budget Optimization: See how aligning on pipeline ensures smarter channel investments, better ROI, and less wasted spend.

• Cultural Alignment: Understand how a pipeline-first mindset fosters trust, collaboration, and unity between marketing and sales.
  

This guide has been written in partnership with Kevin White (Head of Marketing at Common Room), Hank Taylor (Head of Marketing at Laravel), and HyperGrowth Partners.