MOF_eBOOK_RD01

Buyers should be divided into two buckets:
yes
no
Think of the MAL stage as St. Peter
guarding the gates of Heaven.
Leads that pass will enter and begin
to consume divine content.
Leads that don’t will be disqualified
and routed to purgatory.
Forget about lead volume;
the metric that matters here
is sales pipeline contribution.
MALs are the very foundation of sales and marketing alignment.
Sales needs to know that marketing is efficiently weeding out dead-end
leads while marketing needs to grasp that sales resources are limited and
higher volume won’t equal higher returns. Tossing unqualified leads over
the fence wastes the sales team’s time and erodes marketing’s credibility,
which is why an effective MAL process is one of the most critical parts of
the funnel.
15 CHAPTER 02 Defining Your Universe MARKETING ACCEPTED LEADS monstersoffunnel.com