Tag: buying-group
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What is the dark funnel, and how do you measure pipeline you cannot see?
Most B2B buying happens in private before a form ever fills. The dark funnel is the pipeline your analytics cannot see. Here is how to measure it.
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Why the MQL is costing you revenue, and what to measure instead
The MQL rewards volume the board cannot bank. Fewer than 13% convert to sales-qualified and under 1% close. Retire MQL volume as a board metric and measure revenue-integrated outcomes instead.