Few topics spark as much debate as the future of the Marketing Qualified Lead (MQL). For years, MQLs have been a cornerstone of marketing strategies, serving as a key metric for identifying potential customers based on their engagement with marketing content.
After more than a decade of relying on the qualification and functional alignment of MQLs (Marketing Qualified Leads), we began to notice structural limitations, especially in complex sales scenarios. With the buying process becoming more intricate and group-based decision-making more prevalent, the modern landscape demands a fresh approach. This shift has led many experts to question whether a single MQL can still serve as a reliable indicator of a sales opportunity. As sales and marketing teams embrace more sophisticated, data-driven strategies, the debate around the effectiveness of MQLs in today’s multifaceted buying environment continues to evolve.
In this episode of Inside The Box, we asked Kerry Cunningham formerly of Forrester, and current Head of Research and Thought Leadership at 6sense whether the Marketing Qualified Lead (MQL) is really as dead as they say - or if news of its demise are largely exaggerated.
About Kerry Cunningham
Kerry Cunningham is a leading expert in B2B marketing, customer engagement, and account-based marketing (ABM). As a strategic advisor at 6sense, he helps companies leverage AI-driven insights and predictive analytics to transform the buyer experience.
Prior to joining 6sense, Kerry spent several years as a Vice President, Principal Analyst at Forrester, where he shaped the future of B2B marketing through his deep expertise in buyer psychology, demand generation, and account-based marketing (ABM). At Forrester, he was instrumental in delivering actionable insights that empowered businesses to optimize their marketing and sales alignment.
Kerry's work has been pivotal in shifting traditional lead-based models toward account-based approaches, championing the importance of buying group engagement, and transforming the way companies approach the modern B2B buyer's journey.
Throughout his career, Kerry has been a sought-after speaker, delivering keynotes and presentations at major industry events, where he shares his expertise on topics such as revenue growth strategies, customer-centric marketing, and leveraging technology for B2B success. He holds a Master’s degree in psychology, which underpins his unique ability to combine behavioral insights with data-driven marketing strategies.
