The quantity-to-quality shift permeates today’s B2B marketing landscape. Demand generation organizations are no longer measured by the volume of leads generated. According to the marketing leaders interviewed for the DemandGen Report’s 2018 Benchmark Survey, 63% of marketing teams are evaluated based on lower-funnel metrics like MQLs, SALs and pipeline influenced.
Consequently, 73% of marketing organizations state that focus on lead quality over quantity is their number one goal in the year ahead.
