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

Episode notes

Send us Fan Mail 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America Go-to-Market at Nektar Traditional marketing tactics are losing their edge, with MQLs falling short as costly, outdated signals of real buyer intent.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.

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