Your guide to GTM metrics 2.0: Moving beyond MQLs to unified account-centric GTM measurement

Kyle Poyar argues that the traditional MQL-based GTM funnel is broken and advocates for a shift to unified, account-centric metrics that measure ICP focus, buying journey progression, and activity effectiveness. The new approach eliminates the subjectivity and attribution conflicts of MQLs by tracking account engagement directly against ideal customer profiles, enabling better visibility into GTM efficiency and influence on target accounts.