rev.space Group

Unpopular opinion: your sellers aren’t ignoring marketing’s leads because they’re lazy. They’re ignoring them because they’ve learned most of them aren’t real. Someone downloads a guide, a workflow fires, and it lands in a rep’s queue as a ‘lead’. The rep has seen that movie before, so it sits there. Marketing thinks sales don’t follow up. Sales thinks marketing sends junk. Honestly, they’re both right, and neither is the problem. The problem is that we’re still focused on single moments when buyers don’t buy in single moments. They research for weeks, engage in bursts, and pull in finance and IT long before anyone fills in a form. One action can’t tell you any of that. So the shift I keep pushing clients towards is simple: stop focusing on form fills and lists, start scoring signals. Look at the account and the buying group, not just the person. Agree on evidence for when sales steps in. Measure marketing on pipeline, not volume. The good news is this doesn’t have to be a super complicated project, in fact depending on the tech stack you use, it’s less of a tech project than people think, and more of an alignment one. We’re digging into exactly this on our next rev.space webinar. If you run marketing, sales or RevOps in B2B, come and challenge us. 📅 Thursday 5 November, 12pm ET / 9am PT / 4pm UK 👉 https://lnkd.in/eYYkvtf6 I’d love to know: what’s the one signal your team actually trusts before handing a lead to sales?

Buyers research across channels, in bursts, as a committee. Scoring built on one action can’t see any of it. Here’s how to rebuild it around real intent.

Your sellers know the difference between a content download and a buyer who’s ready. Your lead scoring should too. Join Chris Bayliss on 5 Nov to see how signal-based scoring fixes it.

Most MQLs go unworked, and sellers are right to ignore them. Learn how to score signals across channels so sales only steps in when buyers are ready. Free live session, 5th Nov.

Chris Bayliss, Managing Partner at rev.space, shares a practical way to move beyond the MQL without rebuilding everything at once.

For years the MQL was the benchmark of marketing success. It’s time to measure pipeline and opportunity quality instead, and get sales and marketing agreeing on it. Find out how on 5th Nov.