MQL vs Demand Unit, Written by ChatGPT

In my first experiment with ChatGPT by OpenAI, I asked the AI to write a blog post about the shift in marketing attribution away from the MQL towards the opportunity-centric demand unit. The results? Pretty impressive! See below.

---- Start chatGPT written blog post ---

In the world of B2B marketing, there has been a recent shift away from the traditional marketing qualified lead (MQL) as a key metric for measuring marketing success. Instead, a new opportunity-centric demand unit has emerged, created by Forrester Research, that promises to deliver more accurate and comprehensive revenue attribution.

Revenue attribution is the process of determining which marketing and sales activities are driving revenue and how much revenue is being generated as a result. The traditional approach to revenue attribution has been to track MQLs, which are defined as leads that meet a certain set of criteria and are deemed to be more likely to become customers. However, this approach has come under increasing scrutiny in recent years as companies seek more accurate and comprehensive metrics for measuring marketing ROI.

The opportunity-centric demand unit, on the other hand, is a more sophisticated approach to revenue attribution that takes into account the entire customer journey, from initial engagement to final purchase. It is based on the concept of a demand unit, which is a group of individuals within an organization who are involved in the buying process for a particular product or service. The demand unit approach recognizes that B2B buying decisions are made by committees, not individuals, and that each member of the committee has a different role to play in the decision-making process.

The opportunity-centric demand unit approach looks at each opportunity as a separate entity and tracks its progress through the sales funnel. It takes into account not only the marketing activities that led to the opportunity, but also the sales activities that helped to close the deal. This allows marketing and sales teams to see exactly which activities are contributing to revenue and how much revenue is being generated as a result.

So why are sales and marketing executives of enterprise companies embracing this new approach to revenue attribution? There are several key benefits:

1. Greater accuracy: By tracking the entire customer journey, the opportunity-centric demand unit approach provides a more accurate picture of which marketing and sales activities are driving revenue.
2. Comprehensive view: The demand unit approach takes into account the entire buying committee, providing a comprehensive view of the sales process.
3. Better alignment: By focusing on opportunities rather than leads, marketing and sales teams can better align their efforts and work together more effectively.
4. Improved decision-making: With more accurate and comprehensive data, executives can make better decisions about where to allocate resources and which marketing and sales activities to prioritize.

In conclusion, the shift towards the opportunity-centric demand unit approach to revenue attribution represents a major trend in B2B marketing. By tracking the entire customer journey and focusing on opportunities rather than leads, companies can gain a more accurate and comprehensive view of their sales process, better align their marketing and sales efforts, and make more informed decisions about how to drive revenue growth. As such, it is a trend that sales and marketing executives of enterprise companies should be paying close attention to.