Speakers: Ivo Campos, B2B Marketing Operations Consultant and Co-Founder at IVICUO and Julien Hennico, B2B Marketing Operations Consultant and Co-Founder at IVICUO

In today’s B2B marketing landscape, many marketers are overly focused on marketing qualified leads (MQL) metrics, often neglecting their true impact on sales. This presentation aims to shift the focus from merely generating MQLs to embracing a comprehensive approach that drives revenue. We will explore strategies that prioritize the entire sales cycle, ensuring that marketing efforts effectively translate into tangible sales outcomes.

Key Learnings:

1. Creating an efficient lead flow dashboard.
2. Automated sales shadowing to enhance conversion rates.
3. Developing an ideal customer profile (ICP).

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