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Framework & Playbook
Moving Beyond MQLs to Account-Based Measurement
Why MQL-based measurement fails account-based programs, and how buying groups and shared account metrics replace it.
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- ForgeX Research
Research summary
Account-based programs stall when leadership still judges marketing on MQL volume. This framework diagnoses common measurement and reporting challenges, contrasts account-based and lead generation measurement, and makes the case for buying groups as the unit of measurement. It also identifies the data skills practitioners need to make the transition hold.
With this framework & playbook, you can:
- Diagnose which common measurement and reporting challenges are holding back your account-based program.
- Explain to executives why a single lead cannot represent a buying opportunity in a considered B2B purchase.
- Build data literacy, governance, and integration skills so you can specify the reporting your program needs.
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