The MQL was built for 2006 - thin data, slow enrichment, no way to track account-level signals. It forced four separate questions (fit, relevance, engagement, and readiness) into a single score, and that single number has been quietly failing sales, marketing, and RevOps teams ever since.

In this session, David Moreira, co-founder of automate rev.ops and author of The Demand Compass, introduces a signal-based framework that replaces the MQL with two clean axes: brand awareness and buying readiness. You'll learn why treating those as one metric creates the friction between marketing and sales, how to instrument the "dark channels" where technical buyers actually signal intent long before they fill out a form, and the one right move for each of the four resulting account types - no more one-size-fits-all lead routing.

Built for sales, marketing, and RevOps leaders who are done arguing over lead quality.

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