Event
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The MQL trust gap: Why inbound is breaking at every handoff

Webinar
60 minutes
Free to watch

The MQL trust gap: Why inbound is breaking at every handoff

The objective of this webinar is to show B2B marketing and revenue leaders that inbound is not failing at one point but at three, and that the number meant to hold those three together is believed by almost nobody who reports it.
Matt Heinz
Founder & CEO, Heinz Marketing
Lauren McHugh
Head of Marketing, Docket
  • 0:00 - Welcome: Three Handoffs and One Number
  • 0:05 - The First Handoff: Buyers to Marketing
  • 0:16 - The Second Handoff: Marketing to Sales
  • 0:24 - The Third Handoff: Sales Back to the Buyer
  • 0:32 - AI Is Being Added Faster Than It Can Be Measured
  • 0:39 - The Standard Every Handoff Has to Meet
  • 0:49 - Where You Sit: The Inbound Maturity Assessment
  • 0:55 - Q&A and Close

We aim to establish a clear point of view on:

  • Why each of the three inbound handoffs is breaking, and why the loss at the first one never appears in anyone’s reporting
  • Why the MQL cannot serve as the benchmark for anything new entering the funnel, including an AI agent
  • What standard sales and leadership actually described, and why it applies to any lead source rather than to one product category
  • Why measurement is a decision a team makes rather than a capability that accumulates with time or volume

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