The Five Key Funnel Cohorts

Funnel cohort reporting is critical for marketers to understand exactly what is causing revenue generation. The concept of cohort reporting isn’t new to marketers. The campaign object in salesforce is a way to assign leads to a cohort and evaluate progress. SaaS marketers cohort their monthly lead to new customers routinely. But there are many…

Why MQL (Marketing Qualified Lead) By Itself is Not a Useful Metric

I have come across many marketing organizations that use the metric of “Marketing Qualified Lead” or MQL as the goal that drives B2B marketing demand generation.  Theoretically, if marketing supplies the required number of MQLs, then sales will hit their revenue goals.  Neither part of this statement is accurate, but for this posting, we will…