This episode tackles the fundamental problems with traditional MQL-based marketing approaches and presents a new framework for measuring marketing effectiveness that better aligns with actual buyer behavior. Industry experts Kerry Cunningham (6sense) and Kathy Macchi (Inverta) join host Rachel Bryant to share insights on why the shift to account-based metrics is critical for modern B2B marketing success. The conversation covers both the strategic imperative for change and practical guidance for implementing new measurement frameworks despite organizational challenges.

Kerry Cunningham - Research and Thought Leadership @ 6sense

LinkedIn Profile https://www.linkedin.com/in/kerrycunningham/ 

Kathy Macchi - Founder and EVP of Innovation @ Inverta

LinkedIn Profile https://www.linkedin.com/in/kathy-macchi-aa148b/

Resources

• The New Way to Measure Marketing: https://www.inverta.com/playbook/the-new-way-to-measure-marketing 
• Ending the Reliance on MQLs: https://www.inverta.com/resources/ending-the-reliance-on-mqls
• Buyer's Journey Research: https://6sense.com/science-of-b2b/2024-buyer-experience-report/