In our inaugural edition of Beyond MQLs, we explored how B2B marketing leaders were moving beyond traditional metrics to demonstrate marketing's value. The research revealed that 78% of marketing leaders now prioritise revenue impact over Marketing Qualified Leads (MQLs), with a similar percentage transitioning to account-based marketing approaches.

This second edition examines how this evolution is playing out in practice. Our research indicates buyers now have more than 4,000 digital and human interactions across their journeys and will not speak with sellers until they have already made a shortlist. As Frida Ahrenby from Rillion notes: "Typically, a successful journey involves a mix of 3 to 5 different channels, more than 50 touchpoints, and 8 to 11 stakeholders."

The conversations in this report showcase practical approaches to navigating this complexity. As James Skellington from Force24 observes: "The alignment between marketing and sales is where many brands miss the mark. These teams need to fuel and galvanise each other."

Reflecting on the past year, I am encouraged by the conversation the report sparked among marketing leaders. Many shared stories of transformative change and significant growth by embracing the strategies we discussed. It’s these stories that fuel our continued exploration and refinement of marketing practices. This sentiment echoes throughout our interviews, highlighting how marketing teams are adapting their operations to deliver greater value.

Thank you to all those marketing leaders who gave up their time to participate in this second edition. May the ideas and strategies shared here inspire you to new heights of success and influence within your organisations.