Individual lead scoring is blind to 13-person committees. Qualified Buying Groups convert 20–50% better.
The MQL was designed for a world where one person bought software. That world is gone. Scoring individuals in isolation discards the signal that actually matters: how much of the buying group is engaged, in what roles, on which themes.
High MQL-to-SQL drop-off with no clear reason
Sales ignores marketing-sourced leads
No view of 'account temperature' across contacts
Routing is round-robin, not role-aware
Conversion lift moving from MQL to Qualified Buying Group (Forrester)
Of MQLs become closed-won revenue in most B2B orgs
Score accounts on group coverage, role mix and signal density — not individual lead scores.
Route based on who is engaging and what role they play in the committee.
Rewrite SLAs between marketing and sales around the QBG, not the MQL.
Sales gets fewer, better, group-validated handoffs — and marketing stops being measured on a metric that no longer correlates to revenue.
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