#191: Why MQLs Are Broken (And What to Measure Instead) - Fixing GTM with Steve Patti
The B2B Playbook · 2025-07-20 · 1h 19m
Episode notes
Why MQLs Are Broken (And What to Measure Instead) B2B marketers are under pressure to generate pipeline. But the truth is, most of us are stuck operating inside a broken GTM system that was never built for how buyers actually buy. In this episode, we’re joined by Steve Patti - 7x CMO, 3x sales leader, and creator of the Brand Demand Expand framework - alongside Adem Manderovic, co-founder of CRO School and architect of Closed Circuit Selling. Together, we unpack why the MQL became marketing’s biggest mistake, how misaligned incentives broke sales and marketing, and how to rebuild your go-to-market so it’s actually commercially viable. Steve shares real stories - including how he used account intelligence to guide $200M in CapEx - and outlines the system he used to align sales, marketing, and product around real buyer needs.
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