At B2B Marketing, we believe that becoming the commercial marketer is imperative to success. Rather than thinking about isolated marketing metrics and campaigns, commercial marketers think about the wider business objectives first. And this is ultimately what proves marketing impact and ROI. And in this blog, Stefano Iacono, Director of Marketing, EMEA, 6sense discusses the transition from MQLs to account-based qualification (without blowing up your organisation).
“Stefano, we’ve been measuring MQLs for years, my board expects them, Sales is used to them. How do I make this change without blowing everything up?”
I hear this question from CMOs across Europe and APAC almost daily. The anxiety is real — and completely understandable.
Here’s the thing: you don’t need to switch MQLs off and 6QAs on overnight. Think of it like the Couch to 5K app. One reason that the programme works is it takes you on a journey. You need to map your own “MQL to 6QA” journey.
First, Ask Yourself: Are MQLs Actually Working?
If MQLs are still working, why change? It’s a fair point, and I’m not going to suggest that you stop doing something that’s working for your business.
But don’t blind yourself to the possibility that there’s a better way — for your customers, your people, your company and for you.
The hardest part is the first step. Like going to the gym, the toughest bit is lacing up your trainers. Once your trainers are on, it gets easier.
The First Step: Acknowledge There Might Be a Better Way
Start with an honest, cross-functional conversation.
- Why are we evolving?
- What are the benefits?
- What behaviour change is needed?
- What systems/processes need updating?
- How can we phase the change?
It’s a journey. And that’s okay.
A Simple Start: De-Anonymise Your Website Traffic
Want something simple and tangible?
Start by de-anonymising your website traffic. Tools (like 6sense and others) can help you see which companies are showing signs of group buying behaviour. That data is gold.
Once that works, extend it beyond your own site to the broader web. That’s where intent tech starts to shine.
Overcoming the Classic Hurdle
We all know the sales–marketing debate:
Marketing: “We sent leads!”
Sales: “They’re rubbish!”
The problem is the signal. If sales only get one person doing one thing, it often doesn’t indicate actual buying intent. No wonder they’re sceptical.
When you shift to buying group signals and align systems accordingly, sales start trusting again. Friction drops. Collaboration rises.
What Results Look Like
Take a European SaaS company in the digital asset management space I worked with. They didn’t switch everything off overnight — they simply started by helping their BDRs prioritise accounts already showing intent.
Within a quarter, outbound pipeline increased by 250 percent and they achieved full payback on 6sense in four months. Same team, same tools — just better timing and focus.
For the Overwhelmed CMO
If you’re feeling overwhelmed — it’s okay.
But don’t freeze. Take action.
- Call a peer
- Ask your network
- Start small
- Talk to us
Others have done this. You’re not alone.
Your Day One Action Plan
- De-anonymise your website traffic
- Pick a discrete pilot area
- Start the internal conversation
- Track leading indicators
- Lean on partners who’ve done it before
Just because something worked before doesn’t mean it still works today.
Look at your data. It won’t lie.
