BtoB Summit 2023

Round Table - Lead generation, is MQL dead?

Jul 7, 2022 | 3:30 PM - 4:00 PM

Salle Jardin


According to a Harvard Business Review study (B2B and B2C), companies that take more than 5 minutes to respond to a lead solicitation "significantly reduce" the chances of conversion. More alarming: only 5% of companies can afford to be so responsive. In this context, some believe that MQLs slow down an already long buying cycle. Are MQLs obsolete?