Beyond MQLs: Top Demand Generation KPIs for B2B Success

Introduction

Is your team still chasing Marketing Qualified Leads (MQLs) as the holy grail of demand gen? It’s time to rethink the playbook. In modern B2B sales, focusing on demand generation metrics that actually translate to pipeline and revenue is far more important than celebrating raw lead counts. Marketing leaders are realizing that an MQL alone – a single hand-raise like a webinar sign-up or whitepaper download – is often a vanity metric. In fact, one study found that hitting 100% of your MQL goal might yield only ~30% of your pipeline target (3). And on average, just 13% of MQLs convert to Sales Qualified Leads (SQLs) (4) – meaning if you generate 100 MQLs, only a lucky 13 are truly ready for a sales conversation. No wonder sales teams roll their eyes at bloated lead reports that don’t produce revenue (3).

It’s not that MQLs are “dead” – but in B2B demand generation, metrics must go further. Today’s B2B buyers undertake an average of 27 interactions before signing a contract and involve 4+ stakeholders in a deal (6). The journey is nonlinear and complex. Optimizing solely for MQL volume misaligns marketing with what actually drives revenue (1). As Gartner warns, an obsession with lead volume over value can lead to lots of “leads” and an empty pipeline (1). And Forrester notes that treating the MQL as a finish line ignores the reality of buying committees and true purchase intent (1).

The solution? Shift your focus beyond MQLs to new, more meaningful demand gen KPIs. In this guide, we’ll explore the key KPIs for demand generation success that B2B marketers and sales leaders should track. We’ll show how these demand generation marketing metrics align marketing and sales, especially when leveraging outsourced sales partners, to drive real sales pipeline outcomes. You’ll learn how forward-thinking teams measure quality (not just quantity), funnel efficiency, and revenue impact. We’ll also address common questions in a FAQ section, and share why partnering with an expert outbound SDR team like Martal Group can help implement these metrics for outsized results. Let’s dive in and go beyond MQLs to metrics that truly matter.

What are demand generation metrics?

Demand generation metrics are the KPIs used to measure the effectiveness of your marketing efforts in creating awareness, interest, and demand for your product or service. They cover the entire process of attracting prospects and nurturing them toward becoming sales opportunities. These metrics can include early-stage indicators (like website traffic, content engagement, social media reach) as well as mid- and late-stage metrics (such as MQLs, SQLs, opportunities, and revenue). Essentially, demand gen metrics track how well your campaigns are generating qualified sales leads and moving them through the funnel. By monitoring these numbers, B2B marketing and sales teams can quantify the impact of their demand generation marketing and optimize strategies to improve results.

Which demand generation KPIs are most important for B2B?

The most important demand gen KPIs for B2B are those that indicate quality and revenue impact, not just volume. Common key demand generation KPIs include: Sales Qualified Leads (SQLs) – leads that sales agrees are high quality; conversion rates between funnel stages (e.g. MQL to SQL, SQL to customer) to gauge efficiency; pipeline value and number of opportunities created from marketing efforts; Customer Acquisition Cost (CAC) and marketing ROI to measure cost-effectiveness; and sales cycle length or pipeline velocity to track the speed of closing deals. B2B demand generation metrics also often include account engagement scores or intent data signals (especially in account-based marketing) to identify how engaged target accounts are. While each business may focus on a slightly different set of sales KPIs, the unifying theme is measuring how many qualified prospects you’re generating, how efficiently they turn into revenue, and at what cost. These metrics ensure marketing is accountable for outcomes that sales and executives care about.

MQLs vs. Meaningful Metrics: Why B2B Demand Gen Needs a New Playbook

For years, MQLs have been the default yardstick for demand generation. Marketing teams proudly hit their MQL quotas, handing off a pile of “qualified” leads to sales. But too often, those leads go nowhere. The disconnect is clear: marketing celebrates MQL volume while sales cares about closed deals. If those MQLs aren’t actually converting, it’s a hollow victory.

Why do traditional KPIs for demand generation fall short? A big reason is lead quality and intent. An MQL might meet some demographic criteria or have taken a minor action, but that doesn’t mean they’re ready to buy. Many MQLs are early in research or were just curious. As one B2B marketing leader put it, reducing complex buyer journeys to a couple of form-fills is like “trying to understand an ocean by measuring puddles.” (3) In reality, up to 83% of the B2B buying process happens through self-education and internal discussions before a prospect ever engages with sales (3). By the time they fill out a form, multiple stakeholders have likely been involved. An MQL is a narrow snapshot of a much larger decision process.

Over-relying on MQLs leads to:

• Quantity over quality: Marketing may generate a high volume of leads that look good on paper, but only ~13% of MQLs turn into SQLs on average (4). You can hit a big MQL number and still have an anemic pipeline. If 87 out of 100 “qualified” leads never make it to a real sales opportunity, something’s wrong. This MQL mania often results in sales complaining that leads are “junk” while marketing insists they met their goal (3).
  
• Misaligned incentives: The traditional MQL model draws a hard line between marketing and sales. Marketing is rewarded for lead volume, not necessarily lead outcomes. This can encourage gaming the system – loosening lead scoring criteria or blasting out campaigns to get more names, regardless of quality (3). Meanwhile, sales loses trust if many MQLs don’t pan out, leading reps to ignore new leads. It’s a classic silo effect.
  
• False finish line: Declaring victory at the MQL stage is dangerous. An MQL is not a sale – and treating it like the finish line leads teams to take their eye off the real goal (revenue). As one report puts it, the “MQL achieved” celebration is outdated and blind to what actually drives deals (1). Marketing needs to continue nurturing and qualifying beyond that point instead of tossing leads over the fence too soon.
  
• Longer sales cycles: When unready leads get handed to sales, sales cycles often stretch out or stall. Reps waste time on prospects that needed more nurturing. This can delay revenue and hurt win rates. A poorly qualified lead might engage with sales, then disappear for months (or forever). Every handoff of a low-intent lead slows the whole funnel down.
  
• Missed buying signals: Focusing on one lead (the MQL) can make you miss the forest for the trees. In account-based B2B sales, multiple people are involved. Maybe an MQL is just one champion, but the deal won’t move until the other 3 stakeholders are engaged. Traditional metrics often fail to capture account-level engagement or the influence of “invisible” touches (e.g. a CIO quietly reading your blog). That’s why many teams now talk about Marketing Qualified Accounts (MQAs) – looking at engagement holistically across a target account, not just individual leads (2).
  

Bottom line: MQLs alone don’t tell the full story of demand generation performance. To truly gauge success, you need to measure what happens after that lead is generated – the progression from interest to intent to opportunity to revenue. Modern B2B demand generation metrics extend through the entire funnel, aligning marketing’s goals with sales outcomes. Instead of front-loading on lead volume, the emphasis shifts to metrics that reflect quality, buying intent, and sales readiness. In the next section, we’ll break down exactly which KPIs you should be tracking to get that full-funnel picture.

Key Demand Generation KPIs That Drive Real Results

To bridge the gap between marketing activity and revenue, savvy teams are redefining their KPI dashboard. Here are the essential demand generation KPIs (beyond the basic MQL count) that experienced B2B marketers and SDR leaders use to measure success:

• Sales Qualified Leads (SQLs) and Sales Accepted Leads (SALs): These metrics focus on lead quality and sales readiness. An SQL is usually defined as a lead that sales agrees meets the criteria and shows intent (often after a discovery call). SAL is a related metric meaning the sales team has accepted the lead as valid. Tracking SQLs/SALs ensures marketing is optimizing for leads that sales can actually work. For example, if 100 MQLs yield 15 SQLs one month and 25 SQLs the next, you know the latter month’s campaigns attracted better prospects. High SQL counts (relative to MQLs) indicate strong alignment on lead quality. A rule of thumb: Aim for that ~13% (or higher) MQL→SQL conversion rate as a benchmark (4) – if it’s in the single digits, lead quality needs improvement.
  
• Marketing Qualified Accounts (MQAs): In account-based marketing (ABM) contexts, MQAs take center stage. Instead of counting individual leads, MQAs track when a target account shows sufficient engagement across one or more stakeholders. For example, if multiple contacts at the same company are visiting your site, downloading content, or interacting with emails, that account can be “marketing qualified.” MQAs better reflect true buying intent in B2B because they account for the whole buying group. This metric encourages marketing to create outbound campaigns that engage an entire account (multiple personas), not just chase lone leads. It’s a quality-over-quantity approach. As Demandbase suggests, many organizations are shifting to account-centric KPIs – focusing on target accounts engaged, account win rates, and pipeline per account – rather than lead volume (2).

Are MQLs still a relevant metric in 2025?

MQLs (Marketing Qualified Leads) are still relevant to track, but they should no longer be the primary or sole measure of success. In 2025, most B2B organizations recognize that an “MQL” on its own doesn’t guarantee a sale – it’s just an early milestone. MQLs can be useful for gauging top-of-funnel interest and holding marketing accountable for generating leads, but the focus has shifted to what happens after the MQL. Many companies have updated their definitions (and even moved toward MQAs in account-based strategies) to ensure MQLs have a tighter link to quality. The MQL is now often treated as a means to an end, not the end itself. It’s a necessary step – you need leads to eventually get customers – but counting MQLs without measuring conversion to SQLs or pipeline is considered an outdated practice. In fact, thought leaders often criticize overemphasis on MQLs as causing friction between marketing and sales (3). So yes, track MQLs as one metric, but judge your demand gen by deeper metrics (SQL, pipeline, revenue). Some organizations have even dropped the term “MQL” in favor of stages aligned with sales (like “Stage 1 Opportunity”). The bottom line: MQLs are a starting point, but true success is measured beyond them.

• Conversion Rates (Funnel Metrics): Conversion metrics at each stage of the demand generation funnel are critical diagnostics. Key ones include MQL-to-SQL conversion rate, SQL-to-Opportunity conversion, and Lead-to-Customer conversion rate. These percentages reveal how efficiently you’re moving leads down the funnel. For instance, if your MQL→SQL conversion jumps from 10% to 20% after implementing better lead scoring, that’s a huge success – you doubled the efficiency of turning interest into sales engagements. Similarly, tracking what percent of SQLs convert to proposals or opportunities (and ultimately to closed deals) shows where bottlenecks are. Perhaps you discover that 50% of SQLs turn into pipeline, but only 20% of those pipeline opportunities close – indicating a later-stage issue. Demand generation funnel metrics help pinpoint leaks or friction points so you can optimize the right stage (better nurturing, better sales follow-up, etc.). They also align marketing with revenue: a conversion rate improvement at any stage usually means more revenue at the end of the funnel.
  
• Pipeline Creation & Pipeline Velocity: Instead of measuring success by leads alone, measure by pipeline – the lifeblood of sales. Pipeline creation metrics include the number of new opportunities generated and the total pipeline value (in $$) attributed to marketing efforts. For example, marketing might report “$500,000 in new pipeline was sourced this quarter” which resonates much more with a CRO than “500 leads generated.” Even more strategic is pipeline velocity – a metric that combines volume, value, win rate, and sales cycle time to quantify how fast revenue is moving through your funnel (3). In simple terms, pipeline velocity measures how quickly (and how much) pipeline turns into revenue, usually in dollars per month. A formula for pipeline velocity is: (# of Qualified Opportunities × Average Deal Value × Win Rate) ÷ Average Sales Cycle Length. This gives a rate (say, $X per month) at which pipeline is converting. Why pipeline velocity matters: It bakes in quality and speed, unlike raw lead counts (3). If you focus on accelerating pipeline (e.g. by generating high-quality opportunities that close faster), you are inherently focusing on revenue. Many growth-driven teams now treat pipeline velocity as their North Star metric, because it directly correlates with revenue momentum (3). A rising pipeline velocity means you’re creating valuable pipeline faster; a stagnant one might mean you’re generating leads that sit idle or deals that drag on too long.
  
• Cost per Lead (CPL) and Customer Acquisition Cost (CAC): Demand generation isn’t just about getting leads – it’s about getting them efficiently. CPL measures the cost to acquire a lead, and CAC goes further to measure cost per actual customer acquired. As you move beyond vanity metrics, you’ll want to optimize how much you spend for each SQL or each new customer. Outsourced sales and demand gen vendors often highlight cost efficiencies – for example, leveraging an external SDR team might lower your CPL significantly compared to in-house, due to their specialized tools and scale. Keep an eye on Cost per SQL or Cost per Opportunity as well (not just per raw lead). If you find that one channel brings in MQLs cheaply but at a very low conversion, the cost per SQL is actually sky-high and not worth it. The goal is to reduce CAC while maintaining quality. Marketing execs often set targets like “CAC payback < 12 months” or a certain LTV:CAC ratio, ensuring the demand gen engine is economically sustainable. Measuring CAC by source can also tell you which campaigns or vendors are most cost-effective in driving actual revenue. Bonus: When outsourcing inside sales to a partner like Martal, pay attention to cost vs. in-house – many companies find that outsourcing can reduce outbound sales costs by up to 65% while delivering comparable or better results (5).
  
• Marketing ROI and Revenue Attribution: At the end of the day, the ultimate metric set ties marketing back to revenue. Marketing ROI asks: for every dollar spent on demand gen, how many dollars of revenue do we get back? This is often measured in terms of pipeline or closed-won business attributed to marketing efforts (directly or influenced). Track how marketing-sourced deals perform – what percentage of total revenue or pipeline comes from marketing leads? And what is the ROI of specific lead generation campaigns or channels? For example, if a targeted LinkedIn outreach campaign cost $5,000 and resulted in $50,000 of closed deals, that’s a 10x ROI – a strong return. High ROI on demand gen efforts demonstrates efficient growth. Modern analytics and CRM make it easier to attribute revenue to touches (multi-touch attribution models, etc.), so marketing can move from being just a cost center to a proven revenue driver. Martal Group, for instance, emphasizes “ROI-driven results” in its sales outreach programs – meaning they focus on strategies that deliver clear returns, not just activity for activity’s sake. Always connect your demand gen metrics to dollars wherever possible.
  
• Engagement & Intent Metrics: These are the leading indicators that show how engaged your prospects or accounts are, even before an opportunity is created. Examples include email response rates, content engagement score, website visit frequency, event/webinar engagement, or third-party intent signal scores. These metrics help you gauge interest levels and prioritize efforts. For instance, a target account with 10 webinar attendees and repeated site visits is waving a big flag – even if they haven’t filled out a “Contact us” form yet, they might be close to becoming an SQL. Tracking engagement metrics helps your team intervene at the right moments. It’s also a way to measure the effectiveness of your content and top-of-funnel efforts. High engagement but low conversions might mean a problem with your CTAs or sales follow-up. Conversely, low engagement means your messaging isn’t resonating with the right people. Some organizations create an “engagement score” per account to quantify this. The use of intent data is increasingly popular – Martal’s team, for example, analyzes over 3,000 buying intent signals via their AI platform to zero in on prospects actively looking for solutions. By leveraging these intent and engagement metrics, you can prioritize sales leads that are hot prospects and improve conversion rates dramatically (Martal’s account-based targeting approach has helped clients multiply conversion rates by focusing on in-market B2B buyers). The key is to go beyond binary metrics (opened email vs not) and look at cumulative engagement that predicts which leads/accounts are truly sales-ready.
  

In summary, demand generation KPIs in 2025 are all about quality, speed, and impact. By tracking SQLs, conversion rates, pipeline metrics, costs, ROI, and engagement, you create a more complete and honest picture of marketing performance. These B2B demand generation metrics force marketing and sales into alignment – marketing works on what sales actually needs (real opportunities), and sales sees the value marketing delivers in tangible terms. The result? Less wasted effort and more revenue.

How do you measure the success of demand generation campaigns?

Measuring demand gen success requires looking at both the quantity and quality of outcomes. Key ways to measure success include: tracking conversion rates at each stage (to see how effectively prospects are moving down the funnel), attributing pipeline and revenue to campaigns (e.g. how much pipeline did a particular webinar or ebook generate), and monitoring the cost per acquisition. Start by setting benchmarks for important metrics – for instance, an MQL to SQL conversion rate, or a target number of SQLs per quarter from marketing. During and after a campaign, review metrics like number of leads generated, lead quality (maybe via lead scoring or sales feedback), how many of those leads turned into sales meetings/opportunities, and eventual deals. A campaign is successful if it produces a healthy amount of qualified pipeline relative to spend. For example, if a series of LinkedIn ads cost $10k and yielded 50 MQLs, 10 SQLs, and 3 deals worth $30k, you’d evaluate those numbers (SQL conversion of 20%, 3x return on ad spend) to judge success. Beyond immediate ROI, also measure engagement metrics (click-through rates, time on page, etc.) as leading indicators – if those are strong, it often bodes well for eventual pipeline. In summary, you measure demand gen success by linking your marketing activities to tangible business outcomes: high-quality leads, efficient funnel progression, and revenue growth.

What metrics should be tracked at each stage of the demand generation funnel?

At each stage of the funnel, different metrics illuminate performance:

• Top of Funnel (Awareness): Track metrics like website traffic, unique visitors, social media engagement (shares, comments), and content views/downloads. These show how well you’re generating initial interest. Also measure lead capture metrics here – e.g. form submission rate, CTA click-through rates – to see how effectively you’re converting that interest into leads.
  
• Middle of Funnel (Lead Nurturing/Consideration): Focus on lead quality and engagement metrics. This includes 

Email open and click rates, lead scoring progress (how many leads hit certain score thresholds), and MQL count if you designate MQLs at this stage. 

Also track content engagement (e.g. webinar attendance rates, eBook downloads) and repeat visits – signs that leads are warming up. If you have a Sales Development Representative (SDR) team or outsourcing partner engaging leads, measure metrics like response rates to outreach and meeting booking rate (what percentage of contacted leads agree to a call).

• Bottom of Funnel (Conversion/Opportunity): Here the key metrics are Sales Qualified Leads (SQLs) accepted by sales, Sales Accepted Leads (SALs), and the number of opportunities created. You’ll also watch the SQL to Opportunity conversion rate and eventually deal close rate. Additionally, track the sales cycle length for opportunities generated by marketing (are they closing faster or slower than average?). If demos or trials are part of your process, you might measure demo-to-trial conversion or trial-to-purchase conversion as well. Essentially, this stage is about how many leads turn into real sales conversations and then into revenue.
  
• Overall (Full Funnel): It’s useful to monitor cumulative metrics like lead-to-customer conversion rate (what % of leads eventually become customers) and marketing-sourced customer percentage (what % of new customers originated from marketing efforts). Customer Acquisition Cost (CAC) and Marketing ROI are also calculated across the funnel. Finally, pipeline velocity (combining deal volume, size, win rate, time) can be tracked to assess the overall efficiency of your demand gen and sales process together.

By monitoring demand generation funnel metrics at each stage, you can quickly identify where prospects are dropping off. For example, if you have plenty of MQLs but very few SQLs, you need to improve lead qualification or nurturing. If you get many SQLs but few closed deals, you might examine the sales approach or lead quality. This stage-by-stage visibility ensures no part of the sales funnel is neglected.

Next, let’s look at how this metrics-driven approach plays out when you partner with an external lead generation or sales outsourcing firm. After all, many companies turn to outsourced sales services to boost their pipeline. Ensuring your vendor is focused on the right metrics is crucial to outsourced sales success.

Outsourced Sales Success: Aligning Metrics with Your Partner

If you’ve decided to outsource sales and marketing or your lead generation function, choosing the right partner is only half the battle – you also need to hold them accountable to the metrics that matter. A great outsourced sales partner will already operate with a metrics-driven mindset, tracking performance and optimizing in real-time. Here’s how aligning on modern demand gen metrics can drive outsized success in an outsourced model:

• Qualified meetings and opportunities, not just contacts: When evaluating an outsourced SDR or appointment-setting service, look at how they report results. The best partners (like Martal Group) prioritize delivering sales-qualified meetings and sales-ready leads and opportunities to your pipeline – not just lists of leads. For example, Martal explicitly aims to fill your calendar with qualified appointments  so “your team can focus on closing deals” instead of chasing down cold prospects (5). This aligns perfectly with the SQL/SAL mentality: the vendor is measured on how many quality conversations or opportunities they generate, which directly ties to revenue potential. Be wary of agencies that brag about thousands of leads but can’t tell you how many turned into meetings or pipeline. Insist on metrics like number of appointments set, SQLs delivered, and conversion rates from lead to meeting to opportunity.
  
• Full-funnel visibility and reporting: A professional outbound lead generation firm will provide regular B2B reporting on all the key KPIs we discussed – and will happily dive into funnel metrics with you. For instance, Martal includes conversion tracking and KPI analytics as a core part of their service. In weekly or monthly reviews, you should expect to see stats like email response rates, call connect rates, meeting acceptance rates, MQL→SQL conversion, etc. This data-driven approach means the outsourced team is constantly optimizing (e.g. refining messaging if reply rates dip, adjusting targeting if too few SQLs are coming through). It also means transparency – you and your partner can jointly see where any drop-offs are happening and address them. Essentially, your vendor should function as an extension of your team, sharing the same dashboards of performance.
  
• Quality over quantity mindset: A common fear in outsourcing lead generation is that the vendor will just spray-and-pray to hit activity quotas. You want a partner that emphasizes lead quality and relevance as much as you do. Martal, for example, highlights using intent data and ICP-specific targeting to deliver higher-quality leads. They don’t just dump generic lists; they research and qualify prospects against your ideal customer profile, which results in leads more likely to convert. When interviewing potential outsourced SDR companies, ask how they qualify leads, what their criteria are for an SQL, and how they ensure leads are truly ready for sales. The right sales agency will have a defined process to filter and nurture leads (e.g. multiple touchpoints, asking qualifying questions, gauging interest) before ever booking a meeting. This focus on quality means your sales reps won’t be wasting time on unvetted contacts. In turn, that will improve your later-stage conversion rates and shorten sales cycles. In fact, companies that utilize quality-focused outsourcing often see their sales cycles shorten and win rates increase, because only warmed-up, well-targeted prospects are introduced to sales.
  
• Faster ramp and scalable results: One of the big promises of outsourcing is speed and scale – you can get a sales engine running quickly without hiring and training a team from scratch. When measured by modern KPIs, an outsourced SDR team can indeed show rapid impact. For instance, Martal’s clients have reported ramping up pipeline 3× faster than they could on their own and at a lower cost (5). A North America-based fractional SDR team that’s already experienced can start producing SQLs in weeks, not months. As they run more campaigns, these partners also gather data to improve performance over time (e.g. which messaging yields the highest meeting rates). The scalability comes from both manpower and data. If you need a more predictable pipeline, you can often add an extra SDR or two from the provider, and their established processes ensure consistent metrics. Just ensure that the scaling is metrics-driven – e.g. if you double the investment, you should see a proportional increase in SQLs/pipeline, and those numbers are tracked diligently.
  
• Shared goals and continuous optimization: The best outcomes occur when your outsourced demand generation agency shares your business goals, not just their contractual targets. That means defining success in terms of revenue-impacting metrics. Many top agencies structure their engagements with performance targets or even revenue-sharing models to align incentives. Even if yours doesn’t, you can set up a cadence of reviewing outcomes (opportunities, pipeline, ROI) together. If an approach isn’t yielding the expected conversion, a good partner will proactively adjust. For example, if the demand generation funnel metrics show plenty of leads but low SQL conversion, perhaps the targeting needs refinement – your partner might then narrow the ICP criteria or incorporate a new touch like LinkedIn outreach strategies to better qualify interest. It’s a collaborative process of test, measure, improve. Martal describes this as becoming “a trustworthy partner rather than a vendor,” fine-tuning campaigns with transparency and input from the client. This attitude is what you want: a partner that cares about the same end metrics you do (pipeline and sales), and is constantly optimizing to improve them.
  
• ROI and accountability: Since outsourcing is an investment, you should track ROI on it just as you do with any marketing effort. Work with the vendor to attribute the revenue from the opportunities they generate. If in a quarter the outsourced team delivered 10 opportunities worth $200k in pipeline and 3 closed deals worth $50k, compare that with the cost of the service to calculate ROI. Many companies find that a well-run outsourcing program pays for itself multiple times over. Martal, for instance, touts that its strategies are “proven to deliver ROI-driven results” and showcases case studies of substantial revenue wins for clients. The vendor should be proud to share these numbers. If an outsourced SDR team can generate a 5x ROI for you, that’s a clear success. If not, the metrics will make that evident too, and you can have a frank discussion or make a change. The key is you have the data – no more ambiguity about what you’re getting from the partnership.
  

By aligning these metrics and expectations, outsourcing your demand gen or sales development can be a game-changer. You essentially add a team of experts who live and breathe the same KPIs that your in-house team cares about. They bring specialized skills in cold calling, cold emailing, LinkedIn outreach, etc., but measure their effectiveness in terms of appointments set, SQLs generated, and revenue pipeline created, not vanity stats. This commercial focus is what separates a strategic outsourcing engagement from a simple lead list vendor.

In short, when you outsource, insist on the new demand gen metrics. If a prospective partner only wants to talk about how many emails they’ll send or leads they’ll hand over, that’s a red flag. Look for partners who speak the language of pipeline and conversions. Martal Group, as an example, provides tiered lead generation and outbound services with clear performance metrics at each tier (from leads generated in Tier 1 to deals closed in higher tiers). They also offer training and support to ensure your internal team can capitalize on the opportunities generated (like B2B sales training to improve close rates). The result is an end-to-end solution where every step is tracked and optimized.

Rethinking Demand Generation Metrics for Real Revenue Growth

As we’ve seen, adopting these new metrics can transform how you evaluate and execute demand generation. It’s about running marketing as a strategic, revenue-driving function – with data to back it up.

Ready to go beyond MQLs and truly accelerate your pipeline? Martal Group can help make it happen. We specialize in outsourced B2B lead generation and sales with a focus on the metrics that matter – qualified leads, appointments, and closed deals. Our team of seasoned SDRs and sales experts will handle the top-of-funnel heavy lifting, from cold calling and cold emailing to LinkedIn outreach and nurturing, while tracking every KPI along the way. With over a decade in the industry, we’ve refined a data-driven approach that has helped businesses ramp up sales faster and cut acquisition costs dramatically (5). We’d love to put that experience to work for you.

Don’t let your pipeline fall behind. Take the step from counting leads to driving revenue. Book a free consultation with Martal Group to see how our tailored outbound programs can fill your funnel with sales-ready opportunities and fuel your growth. Let’s transform your demand generation strategy – and your sales results – together.

References

1. Forrester Research via B2B Media Group
2. Demandbase
3. Medium (Harsh, Finomony)
4. OnSaas Blog
5. Martal Group – Remote Sales
6. Forrester