"Measuring your marketing and sales success by defining, measuring and optimizing the stages an account progresses through will make the attribution conversation obsolete. Yeah, I said it. Teams obsessively track impressions, clicks, website visits, form fills, event registrations, content downloads and MQLs to try and scientifically associate that behavior with what prompted a customer to become a customer. This is ridiculous. We're selling six-figure software. Your ad, email, event, or phone call did not, by itself, get that company to become a customer."
"I've been guilty of this. Early in my career, I fought hard to convince leadership that my MQLs were perfect and it was only a matter of time before they converted. I was wrong. The reality is that these activity metrics (alone) didn't predict revenue. What actually matters? Account progression. Before any sales activity (meetings, demos, proposals, bookings) occurs, something else must happen first. And before that, something else has to happen."
Activity metrics such as impressions, clicks, website visits, form fills, event registrations, content downloads and MQLs do not, by themselves, predict revenue for high-value B2B sales. Single touches like an ad, email, event, or call rarely cause a six-figure purchase. Defining and measuring account progression stages—unaware, aware, engaged, qualified, sales-ready, customer—with clear criteria reveals where accounts are in the buying journey. Movement between stages should be tracked over time using contact saturation, content interactions, ICP matching, and buying signals from multiple contacts. Optimizing stage progression focuses teams on revenue-driving behaviors and reduces reliance on flawed attribution models.
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