#244: How to Optimise and Measure your B2B Marketing (Be Better - Stage 4 of the 5 BEs Framework)

In this video, Kevin and I break down Be Better, the fourth step of our 5Bs go-to-market framework, covering why the MQL is broken, how to measure what actually matters with leading and lagging metrics, and how to build marketing's credibility inside your business.

We cover:

→ Why the MQL is outdated and how chasing it misaligns sales and marketing

→ The lagging metrics that show real outcomes: pipeline influence, revenue, deal velocity

→ The leading metrics that signal you are moving in the right direction

→ Why attribution is helpful but should never be treated as gospel

→ The "how did you hear about us" trick for uncovering dark social and hidden content impact

→ How to build marketing's credibility internally by tying activity to business goals

→ What good reporting for leadership actually looks like

If you are a B2B marketer stuck chasing MQLs and struggling to prove your impact to leadership, this episode is for you.

Tune in and learn:

→ Why quality engagement beats arbitrary lead scores and lead volume