Guide for marketing leaders at HR technology companies
Your sales team has 300 leads. They're working 40.
Better scoring won't close that gap, because the gap isn't a scoring problem. Here's the structural flaw in the MQL model, how to audit whether it's hitting your program, and what the math looks like when the unit changes.
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300 / 40
In the queue vs. actually worked
63%
Of B2B marketers say partners don't deliver
89%
Who ticked in market on a form were not, when called
You already know this moment.
You've refined the ICP. You've added qualification fields to the form. You've run the alignment session with your VP of Sales. The queue still fills faster than your reps work it, and the leads that close still mostly come from somewhere else. Every one of those fixes solves around the problem instead of solving it.
What's inside
- The anatomy of a phantom MQL, and the three people who score 85 without ever intending to buy
- Why fixing the score doesn't fix the problem
- The marketing and sales trust gap, reframed
- MQL-to-SQL conversion benchmarks for HR tech
- How to shift the conversation with your CEO from volume to pipeline contribution
- The MQL audit, to run against your own program
“I usually have zero faith in vendors. Rover won my heart and my team's. Getting leads at this cost is a big win.”
The model is the problem, not the person running it. Get the guide and the audit.