Why ditching MQLs for 100 target accounts supercharged pipeline
A VP of Marketing swapped a 10,000‑lead MQL strategy for a 100‑account ABM focus, and the qualified pipeline surged. By moving BDRs under marketing and redefining metrics around pipeline instead of leads, the company gained faster, visible wins. The shift shows that tightly aligned account‑based GTM can replace noisy lead gen.