Terry Flaherty

VP, Principal Analyst

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Saying Goodbye To MQLs: How Does Marketing’s Life Change?

Terry Flaherty December 11, 2023
There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.
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Saying Goodbye To MQLs: Six MQL Myths Squashed To Shift Your Leads-Based Culture

Amy Hawthorne October 30, 2023
A major challenge when switching from MQLs to buying groups is changing your organization’s culture and mindset, as well. Learn more in this week’s Saying Goodbye to MQLs blog.
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Saying Goodbye To MQLs: What Changes In The RDR Function When We Move To Buying Groups?

Amy Hawthorne October 12, 2023
Whether you realize it or not, revenue development reps are already working with buying groups. Learn how to formalize this process internally today.
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Saying Goodbye To MQLs: Learn How Reltio Transformed Its Revenue Process In 60 Days

Amy Hawthorne October 5, 2023
Curious of how long the shift to buying groups and opportunities takes? Register for Forrester’s webinar to find out how Reltio made this transformation in just 60 days.
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Saying Goodbye To MQLs: We Promise It’s Not Clickbait!

Terry Flaherty September 28, 2023
In this week’s Saying Goodbye To MQLs blog, we address some of the questions we’ve received while publishing this blog series.
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Saying Goodbye To MQLs: When Should We Create The Opportunity Entity?

Terry Flaherty September 21, 2023
In this week’s Saying Goodbye to MQLs blog, we identify three common points in the revenue process where organizations can create the opportunity entity.
Blog

Saying Goodbye To MQLs: How Does The Buyer’s Journey Change In A Buying Group World?

Terry Flaherty September 14, 2023
Learn what changes and what stays the same when you're shifting away from MQLs and toward opportunities and buying groups.
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Saying Goodbye To MQLs: What’s The Role Of The Opportunity Entity In The Revenue Process?

Amy Hawthorne September 7, 2023
This Saying Goodbye to MQLs blog identifies the role of the opportunity entity and why your team should use it in the revenue process today.
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Saying Goodbye To MQLs: Accounts, Buying Groups, Opportunities, Oh My! How Is It All Connected?

Amy Hawthorne August 31, 2023
In this week’s Saying Goodbye to MQLs blog, we discuss the relationship between accounts, buying groups, and opportunities.
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Saying Goodbye To MQLs: What’s The Business Impact Of Leaving MQLs?

Terry Flaherty August 24, 2023
This week’s Saying Goodbye to MQLs blog post looks at how leveraging signals to identify buying groups can drive value for your organization.
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Saying Goodbye To MQLs: So We’re On Board With Buying Groups, But What About The Individual?

Amy Hawthorne August 17, 2023
Welcome back to this multipart blog series answering why leads-centric marketing approaches don’t work. In this post, we look at what happens to the individuals if we focus on buying groups.
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Saying Goodbye To MQLs: What’s The Big Deal About Getting Rid Of MQLs?

Terry Flaherty August 10, 2023
We received many great questions in our webinar on why leads-centric marketing approaches don’t work. In the first post of a multipart blog series, we focus on the shift from leads to opportunities.
Blog

Saying Goodbye To MQLs: Read All The Posts In Our Series

Terry Flaherty August 8, 2023
The “Saying Goodbye to MQLs” blog series is dedicated to answering your questions when making the shift from leads to buying groups and opportunities. You can find all blogs published in this series below.   Making the shift from MQLs (marketing-qualified leads) to buying groups and opportunities continues to be a hot topic that boils […]
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Up Your Game: Drive Better Results Through Revenue Process Improvement

Terry Flaherty April 27, 2023
Switching from marketing-qualified leads to buying groups and opportunities can drive tremendous improvement, but success is also heavily dependent on your process. Learn more at this year’s B2B Summit North America.
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The “Goodbye MQL” Transformation Accelerates — Moving From Wild Idea To Reality

Terry Flaherty April 5, 2023
What was once considered heretical by some has now moved to the forefront of marketers' priorities. At this year's B2B Summit North America, get advice for successfully transitioning from a marketing-qualified lead (MQL) focus to an opportunities-based approach.
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The Revenue Process Alignment Series, Part 4: An Opportunity-Centric Revenue Process Is All About Context

Terry Flaherty April 14, 2022
The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process.
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The Revenue Process Alignment Series, Part 3: Why Marketing Qualified Accounts Are Not The Answer

Terry Flaherty April 14, 2022
In part 1 and 2 of this blog series, we explored why the focus on MQLs is a restrictive approach. Just as B2B buying decisions are not made by an individual person or lead, the buying decision is also not made by an account. In this blog, we explore why shifting the focus to the MQA (marketing qualified account) is equally problematic.
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The Revenue Process Alignment Series, Part 2: More Reasons To End Your Addiction To MQLs

Terry Flaherty April 14, 2022
In part 1 of this blog series, we looked at reasons why organizations need to end their focus on individual MQLs (marketing qualified leads) as the focus of their revenue process. In part 2, we look at more reasons why the transformation away from MQLs is necessary.
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The Revenue Process Alignment Series, Part 1: The End Of MQLs

Terry Flaherty April 14, 2022
For more than 20 years, the MQL (marketing qualified lead) has been the focus of most B2B revenue processes. But it fails in providing actionable insight and drives misalignment across various functions in the process. In part 1 of a four-part blog series, we explore why the MQL era is antiquated and needs to end immediately.
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On The Ninth Day Of Christmas My Analyst Gave To Me: Handy Tips To Make My Demand Management Process’s Performance Dance

Terry Flaherty December 17, 2020
This is the ninth in a series of blog posts that provide demand and account-based marketing best practices in honor of the 12 days of Christmas.
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