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Ep. 145 - The Death of the MQL: A New Playbook for SaaS CROs

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Manage episode 454153928 series 2943493
Conteúdo fornecido por Ken Lempit. Todo o conteúdo do podcast, incluindo episódios, gráficos e descrições de podcast, é carregado e fornecido diretamente por Ken Lempit ou por seu parceiro de plataforma de podcast. Se você acredita que alguém está usando seu trabalho protegido por direitos autorais sem sua permissão, siga o processo descrito aqui https://pt.player.fm/legal.

Guest: Randy Likas, Head of North America Go-to-Market at Nektar

Traditional marketing tactics are losing their edge, with MQLs falling short as costly, outdated signals of real buyer intent.

In this week’s episode, we explore tactics for CROs to tackle the “great ignore” with guest Randy Likas, Head of North America Go-to-Market at Nektar, a revenue efficiency platform that unifies customer interaction data and helps you discover new revenue opportunities.

Randy discusses how CROs must reevaluate their playbooks and processes, focusing on how to re-engineer strategies and redeploy technology to align with emerging trends in buyer behavior–positioning the CRO role as not just operational but transformational.

Key insights you'll gain:

  • How changing buyer behaviors, like the "great ignore," are reshaping outreach strategies
  • Why MQLs are losing relevance and how to focus on buying groups instead
  • How breaking down silos between sales, marketing, and success boosts revenue efficiency

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

---
Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
---
Is your messaging a sales ally or sneaky saboteur? Let us help with our free messaging audit.
We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos.
And the best part? It’s absolutely free.
Get started today!

  continue reading

146 episódios

Artwork
iconCompartilhar
 
Manage episode 454153928 series 2943493
Conteúdo fornecido por Ken Lempit. Todo o conteúdo do podcast, incluindo episódios, gráficos e descrições de podcast, é carregado e fornecido diretamente por Ken Lempit ou por seu parceiro de plataforma de podcast. Se você acredita que alguém está usando seu trabalho protegido por direitos autorais sem sua permissão, siga o processo descrito aqui https://pt.player.fm/legal.

Guest: Randy Likas, Head of North America Go-to-Market at Nektar

Traditional marketing tactics are losing their edge, with MQLs falling short as costly, outdated signals of real buyer intent.

In this week’s episode, we explore tactics for CROs to tackle the “great ignore” with guest Randy Likas, Head of North America Go-to-Market at Nektar, a revenue efficiency platform that unifies customer interaction data and helps you discover new revenue opportunities.

Randy discusses how CROs must reevaluate their playbooks and processes, focusing on how to re-engineer strategies and redeploy technology to align with emerging trends in buyer behavior–positioning the CRO role as not just operational but transformational.

Key insights you'll gain:

  • How changing buyer behaviors, like the "great ignore," are reshaping outreach strategies
  • Why MQLs are losing relevance and how to focus on buying groups instead
  • How breaking down silos between sales, marketing, and success boosts revenue efficiency

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

---
Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.
---
Is your messaging a sales ally or sneaky saboteur? Let us help with our free messaging audit.
We’ll look at your website’s messaging, content, and conversion potential from the eyes of today’s buyer and deliver a presentation with new combinations to more sales conversations and demos.
And the best part? It’s absolutely free.
Get started today!

  continue reading

146 episódios

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