Research: Heinz X Docket

The Trust Gap.

Why the inbound handoff stopped being believed.
PDF · 37 pages · 192 practitioners · September 2026
TRUST
7%
of those who report MQL volume believe it predicts pipeline
80%+
abandoned a vendor form in the past 90 days
78%
of organizations see sales reject more than half of MQLs
1 in 10
running an agent read results from a system of record
ADOPTION VS MEASUREMENT

AI is being added faster than it can be measured.

7
in
10
are piloting, deploying or scaling an agent for buyer engagement
1
in
10
running one read its results from a dashboard or CRM report
What's inside

More than findings.
A standard you can use.

01

The AQL standard

Four requirements any new lead source has to meet before sales will work it and leadership will count it.
02

The inbound trust assessment

Eight questions, scored out of 16, that place your team in one of four stages in a single meeting.
03

The data behind it

192 marketing, demand gen and RevOps practitioners, with the base stated for every figure.
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