Allbound Revolution Podcast Ep #02: B2B's Biggest Lie
In the second episode of The Allbound Revolution, Maya Voss, Renata Albonico, Tamara Salamonovitz, and Rodrigo Buenfil dive into why MQLs can be a vanity metric (and what to track instead), the real impact of tracking the wrong KPIs, common reporting mistakes that create silos between Marketing & Sales, and how to align teams around metrics that matter, like revenue.
Check it out! 👇
5 Minute Rundown:
MQLs Are Just a Number
Everyone agrees MQLs are noisy, inconsistent, and misleading, but most companies still treat them like gospel. MQL definitions change from company to company, and even internally quarter over quarter.
What starts as a way to measure success becomes a distraction from actual outcomes. Instead of surfacing insights, MQLs can fuel finger-pointing, siloed thinking, and wasted time across sales and marketing.
Reports Can Be Dangerous
Bad reporting doesn’t just mislead, it erodes trust across departments. When teams build reports for optics instead of insights, they start chasing the wrong goals. Definitions vary wildly, systems don’t sync, and you end up with reports that “should be amazing” but hide massive gaps between MQL and close.
The group warns that you need to tailor reporting to your audience, C-suite wants business impact, not click counts.
Don't Confuse Leads with Pipeline
Volume doesn't mean value. A massive list of leads means nothing if there’s no real pipeline behind it. Teams often confuse early-stage interest with actual sales momentum. That’s a problem in B2B where deal cycles can stretch 90–120 days or longer.
You can generate hundreds of leads, but unless those convert to qualified pipeline, you're just filling a spreadsheet, not your forecast.
Vanity Metrics Kill Alignment
The fastest way to fracture your GTM team is by assigning them different success metrics. Sales is chasing revenue, marketing is chasing MQLs, and no one’s aligned on what matters. That’s how you end up with bad-fit leads getting passed around, meetings that waste time, and a full calendar that produces zero results.
A shared source of truth, and constant cross-functional dialogue, isn’t optional anymore.
Paid Media Isn't a Solo Act
Paid media performance can’t be evaluated in a silo. It’s only as strong as the marketing strategy that supports it, and the reporting that proves it. When leadership zeroes in on cost-per-lead or impressions alone, it warps priorities and inflates surface-level wins.
Real paid media success comes when it’s tied to revenue, contextualized by other channels, and tracked across the entire buyer journey.
