MQLs vs SQLs
The Hidden Culture Problem Dividing Your Revenue Team
Can your teams be supportive of one another and still be divisive?
Might seem odd, but the answer is yes.
In cases like this, the divisiveness is so insidious, it actually looks like cooperation.
The MQL/SQL Problem Nobody Talks About
Take MQLs and SQLs, for example. These lead qualification frameworks are designed to create a productive and graceful handoff point between marketing and sales.
But what these metrics actually create are:
Two different goals
Two different success standards
Two different sets of metrics
That's a Russian Doll of divisiveness and, head's up - it's sitting smack dab in the middle of your culture.
When "Success" for Marketing Means Failure for Sales
We've all seen that Russian Doll in action. One familiar scenario goes like this…
Marketing is celebrating "all-time high" lead captures while sales struggles with continually low close rates.
Common sense tells us these two things can't actually coexist. But all things are anything but equal when you set different standards for what defines "quality leads" across your organization.
The Real Cost of Siloed Metrics
Siloed metrics lead to siloed performance mindsets. And how can that ever unify your culture?
It can't.
A Better Approach: Revenue Team Alignment
Maybe it's time to do away with the MQL and SQL distinction for good and set a unified standard the whole funnel can work toward.
This would replace siloed performance mindsets with collaborative outcome-based behavior.
Sounds more productive, doesn't it? It also sounds more practical. Because here's a simple truth: we are all responsible for closing the deal.
Why Revenue Is the Only Metric That Really Matters
Ultimately, revenue is the only metric that truly counts.
Eliminates the need for layoffs
Creates new promotion opportunities
Increases resources for personal and professional development
Enables better benefits packages
Drives higher valuations
Draws in higher caliber clients, talent, and investors
The Bottom Line Isn't Just a Number
The bottom line isn't just a cold, hard number. It's a means of support for our dreams, individually and as a collective company as a whole.
But it can't support us if we don't support it. And support is only as strong as the bond of the team delivering it.
If that's something we can all agree on, then let's raise a glass—because we are one step closer to common ground already.
Cheers!