GOODBYE, MQLS. HELLO, QUALIFIED PIPELINE

Summary from the TLDR Founders newsletter

This marketing VP bet everything on 100 target accounts instead of 10,000 leads - and pipeline exploded. The trick was launching messy ABM campaigns before they were ready, which exposed what actually worked. Now, BDRs report to marketing, and everyone's compensated on qualified pipeline, not lead volume. Turns out, companies buy differently at different sizes, so they tier their approach. However, the real shift was mental - stop thinking about capturing demand and start thinking about creating it.