LEAPING OVER THE LEAD-CENTRIC HURDLES — WHY IT’S TIME TO THINK BEYOND MQLS

The problem isn’t that lead generation doesn’t work — it’s that it no longer works well enough.

Traditional lead-centric marketing was designed for a time when sales and marketing operated in silos. But today’s enterprise deals involve buying groups, longer cycles, and multiple decision-makers.

That means sending blanket emails to individual leads is no longer enough to build meaningful momentum. Account-Based Marketing (ABM) changes this.

It shifts your focus from counting leads to targeting the right accounts, engaging all key stakeholders, and building lasting relationships that convert more predictably — and more profitably.

Inside Leaping Over the Lead-Centric Hurdles, you’ll discover:

• The Limits of Lead Generation — why “spray and pray” tactics drain budgets and damage brand perception

• The Account-Centric Advantage — how ABM creates stronger alignment between marketing and sales

• Relationship Mapping — identifying decision-makers, influencers, and internal champions across each account

• Understanding Buyer Temperature — how ABM provides visibility into readiness, sentiment, and engagement levels

• A Smarter Path to Revenue — how focusing on qualified accounts accelerates pipeline and boosts long-term loyalty

This isn’t about rejecting leads — it’s about reframing the process to engage entire accounts rather than isolated individuals. Enterprise sales cycles have grown longer and more complex — yet marketing budgets haven’t.

To maintain effectiveness, teams need to prioritise quality over quantity, and coordination over chaos. By replacing lead-chasing with account focus, ABM provides:

• Higher conversion rates through targeted engagement

• Closer sales alignment via shared intelligence and planning

• Improved customer retention through personalisation and ongoing relationship management

This guide gives you the blueprint to transition confidently — without disrupting your current marketing operations.

Download the guide and learn how to overcome the limits of lead generation with an account-first strategy.
Discover how Quantum’s ABM frameworks align marketing precision, sales intelligence, and buyer engagement to accelerate opportunity creation.