They seem like progress on a dashboard - someone downloaded your eBook, opened a couple of emails, or spent a minute on your website.
The MQL trap was set long ago because marketers needed a way to show results to leadership hungry for predictable wins.
But deep down, you know the truth: these numbers don’t actually predict who’s ready to buy.
And the cracks of this approach are showing.
How many times did you hear marketers ask this question in panic:
"This campaign generated so many leads! But how do we convert them!?"
You’re held accountable for leads that don’t convert, stuck in a cycle of overpromising and underdelivering, all while trying to prove your worth in a system that doesn’t match how buyers actually behave.
You’re not alone in this.
The truth is, buyers don’t follow the predictable paths we imagine, so our marketing programs shouldn’t pretend they do.
They don’t read five blog posts, download a whitepaper, and schedule a call the next day.
They move at their own pace, triggered by their own needs—not our nurture campaigns.
But we’ve convinced ourselves this is true, turning marketing into a tangled mess of endless email automation, shaky lead scoring, and overcomplicated processes.
You’ll learn a new way to think about marketing impact, one rooted in how buyers actually buy.
We’ll focus on what really works:
This isn’t about working harder or adding complexity.
Quite the opposite - it's about unlearning damaging practices.
It’s about working smarter with science as your trusted foundation.
And trust me, this truth will liberate you.
1. Why MQLs are an illusion: Understand the science behind why MQLs fail to deliver real business impact - explained in a clear and relatable way.
2. A better way: Discover an alternative approach to measuring and proving your marketing’s true value.
3. Practical implications: tools, models, metrics, and examples to help you design marketing programs that achieve short-term results while driving long-term, sustainable growth - no MQLs required.
After completing this training, you will be armed with solid, constructive logic and proof to confidently advocate for proper marketing within your organization and present a fair, actionable way to measure the true impact of your work.
No more chasing leads that don’t convert - just smart, scalable marketing that drives tangible profits instead of just inflating your dashboard metrics.
Note: This is a pilot training. If there’s enough demand, more sessions will be scheduled in the future.
The training will proceed with a minimum of 5 participants and is limited to a maximum of 10 to ensure meaningful discussions and interactive learning.