The signal-based GTM framework that replaces the MQL with two clean axes and one play per account type.
By David Moreira and Marcos Stubrin · automate rev.ops.
The MQL collapsed four different questions — fit, relevance, engagement, and buying readiness — into a single score, and handed them all to sales the same way. The deepest error was treating brand awareness and buying readiness as one thing. They are two different questions with two different jobs: awareness is developed; readiness is detected.
The Demand Compass separates them into two axes. Every account lands in one of four quadrants, and each quadrant has exactly one right move and one clear owner — so sales, marketing, and RevOps stop arguing about lead quality and read demand off one shared map.