In this episode of Unqualified Leads, we explain why we’ve stopped chasing MQL volume and how we’re shifting to a modern revenue playbook. We walk through where MQL → SQL made sense, why it breaks in 2025, and what we’re doing instead: ungated education, demand creation, and measurement that reflects how people actually buy.
We talk dark social, self-serve research, brand vs demand capture, and how we align with sales around SQLs, pipeline and Closed Won.
We share practical ways we track progress, share of search, engagement signals, self-reported attribution, and how we bring stakeholders with us during the transition.
Hosts:
Daniel Hughes: https://www.linkedin.com/in/dan-h-771904141/
Harry Hughes: https://www.linkedin.com/in/harry-hughes-6409b163/