Anti-Fragile take
MQL scoring fails when the score ignores account context. A VP downloading a whitepaper is not an MQL if their company is not in your ICP.
We score MQLs as account-fit × contact-relevance × engagement-depth, with thresholds set from historical conversion data.
Why it matters
Bad MQL definitions waste sales time and create pipeline theater. Sharp scoring aligns marketing and sales.
How we build it
Layered scoring model, historical conversion calibration, and CRM automation that only promotes qualified MQLs.