Are you still measuring success by MQLs?

Written By Eva Romanova

Many marketing teams still measure success by MQLs.
More leads.
More volume.
More activity.

But MQLs don’t represent decisions. They represent interest.

Revenue is created when interest turns into commitment.
When teams optimize for MQLs, they often:
– inflate pipeline numbers
– overwhelm sales
– lose sight of decision readiness

Not every interested buyer is ready to move. And not every ready buyer shows up as an MQL.

If your growth looks strong but revenue feels inconsistent, you may be measuring the wrong stage.

What are you really optimizing for – interest or decisions?

Eva Romanova
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