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The Revenue Process Alignment Series, Part 3: Why Marketing Qualified Accounts Are Not The Answer

Blog: Forrester BPM Center of Excellence

In part 1 and 2 of this blog series, we explored why the focus on MQLs is a restrictive approach. Just as B2B buying decisions are not made by an individual person or lead, the buying decision is also not made by an account. In this blog, we explore why shifting the focus to the MQA (marketing qualified account) is equally problematic.

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