E98: Are your leads killing your business?

Episode notes

Are legacy lead gen tactics doing more harm than good? In this episode of B2B Marketing Futures , host Joaquin Dominguez is joined by a powerhouse panel of marketing leaders to explore how outdated lead models are slowing growth — and what to do instead. You’ll hear from: • Mark Osborne, Author of Are Your Leads Killing Your Business? • Adrian Morgan, Sr. Director of Marketing Ops at Tenable • Shana Brewer, Director of Global Campaigns at Veeam • Taylor Whetstone, Marketing Ops Manager at Augury • Tyler Rittmaster, Marketing Analytics Lead at UserTesting Together, they unpack: Why MQLs are being replaced by revenue-focused metrics How to align marketing, sales and success around shared goals Smarter lead scoring that reflects real buying journeys ABX, forecasting, and treating customers like future leads If you’re still reporting on lead volume, it’s time to rethink your revenue engine.