The only company I’ve seen do this right is Chili Piper, and we were making good progress on it for the enterprise team too.
My last company? Total disaster. Marketing kept hitting their MQL targets, but none of those leads were converting to SQLs because 90% of them weren’t ICP. Most of the “leads” were just people signing up for webinars and never showing up. But sales was still expected to chase all of them, 3,000+ unqualified leads.
As Kaylee said it well, best to have Sales + marketing co-define 3 non-negotiable ICP rules (like for example ‘Healthcare + uses Salesforce + 100+ employees’).
No more webinar zombies → only real buyers get chased.
It was a shit show. So even bringing up what Kaylee mentioned in this newsletter didn’t change anything. We had a clear ICP, marketing agencies (10-50 employees selling social media services), restaurant chains (10+ locations), etc. But no one wanted to stick to it. Fast forward, I don’t work there anymore.
What if we stopped "aligning" and started co-creating instead?
Marketing + sales ops building account journeys from DAY ONE (not handoffs weeks after).
Teams running weekly account deep dives -together- see pipeline velocity boosts in almost 90 days.
Crazy how much faster things move when you stop debating MQLs and just do the thing! Seeing similar patterns?
The only company I’ve seen do this right is Chili Piper, and we were making good progress on it for the enterprise team too.
My last company? Total disaster. Marketing kept hitting their MQL targets, but none of those leads were converting to SQLs because 90% of them weren’t ICP. Most of the “leads” were just people signing up for webinars and never showing up. But sales was still expected to chase all of them, 3,000+ unqualified leads.
Woww chasing 3k ghosts? Brutal.
As Kaylee said it well, best to have Sales + marketing co-define 3 non-negotiable ICP rules (like for example ‘Healthcare + uses Salesforce + 100+ employees’).
No more webinar zombies → only real buyers get chased.
Tried this?
It was a shit show. So even bringing up what Kaylee mentioned in this newsletter didn’t change anything. We had a clear ICP, marketing agencies (10-50 employees selling social media services), restaurant chains (10+ locations), etc. But no one wanted to stick to it. Fast forward, I don’t work there anymore.