What metrics replace MQLs in 2026?

Why are MQLs no longer useful in 2026?

MQLs were designed for a world where buyers filled out forms, downloaded PDFs, and awaited nurture campaigns. That world no longer exists. Today’s B2B buyers complete 70–80% of their research before ever engaging with sales, and most of that activity happens anonymously (Source: Gartner Future of Sales). As a result, MQLs misrepresent actual buying intent and distort GTM priorities.

Gartner and Forrester both report declining correlation between MQL volume and pipeline creation, with many companies seeing less than 5% of MQLs convert into opportunities (Source: Forrester Demand Waterfall Analysis). GTM leaders now recognise that MQLs are not only outdated—they actively incentivise low-quality marketing activity.

The shift toward self-serve, account-based, and signal-based GTM models demands metrics that reflect readiness, not form submissions.

What metrics are replacing MQLs in leading B2B organisations?

Instead of counting individuals who filled out a form, modern teams track signals that indicate buying behaviour at the account level. These metrics align with how real buying committees behave—spreading research across multiple stakeholders, devices, and touchpoints.

The most common replacements include:

• Account Engagement Score: Aggregates views, visits, and interactions across all stakeholders within a target account.
• Anonymous Intent Signals: High-value behavioural cues (video views, branching choices, pricing interactions, product exploration).
• Pipeline Readiness Scores: A weighted model combining intent, role, behaviour, and content depth.
• Buying Group Activation: The number of engaged stakeholders from the same account.
• Self-Serve Qualification: Signals like interactive video completions, demo request triggers, or product-tour progression.

These metrics reflect real interest—not marketing activity.

How does interactive video create higher-quality intent signals?

Interactive video reveals what buyers care about through their behaviour. Instead of one-dimensional metrics like opens or downloads, teams gain rich insights: which role the viewer selected, which use case they explored, which proof they viewed, and which CTAs they clicked. These are stronger indicators of readiness than any MQL-based scoring model.

Examples of high-value signals from interactive video include:

• Role pathway selection: Reveals the stakeholder's function.
• Problem selection: Shows what they are trying to solve.
• Depth of exploration: Branches completed, replays, segment drop-offs.
• Late-stage signals: Pricing clicks, demo triggers, POC questions.

These are the kinds of insights that MQL systems could never capture. They map directly to account readiness and drive more efficient outreach.

What does a modern 2026 measurement framework look like?

A future-proof measurement framework replaces individual-based scoring with account-focused evaluation. It is built around engagement quality, not volume. McKinsey reports that companies shifting to signal-based qualification see 2–4x improvement in pipeline efficiency (Source: McKinsey B2B Growth Study).

A robust 2026 framework includes:

• Top-of-funnel signals: Video plays, pricing visits, high-intent content interaction, website bounce rates, time on site, page views per session.
• Mid-funnel signals: Product tours, interactive flow completions, multi-stakeholder engagement.
• Bottom-of-funnel signals: ROI content views, FAQs, implementation explorations.
• Account progression: Depth of engagement across the buying group.

Instead of qualifying individuals, the framework qualifies accounts based on collective behaviour and readiness.

How should GTM teams transition away from MQLs?

Replacing MQLs requires operational and cultural alignment. Sales, marketing, and RevOps must agree on what counts as meaningful intent and how to attribute it. Most companies start with a hybrid model: tracking account engagement alongside traditional metrics until confidence builds.

Recommended steps:

• Step 1: Identify your top 3–5 high-value intent signals (e.g., pricing interactions, product exploration).
• Step 2: Build a shared scoring system based on behaviours, not downloads.
• Step 3: Use interactive video, tours, and analytics to capture richer signals.
• Step 4: Align marketing and sales SLAs around account readiness.
• Step 5: Phase out MQL targets and replace them with pipeline creation targets.

Within one or two quarters, teams typically see a clearer, more honest reflection of true demand.

FAQ

Are MQLs completely dead in 2026?

For high-performing B2B teams, yes. Most have moved to account-based, intent-driven qualification.

What replaces MQL goals?

Pipeline creation, account engagement, and intent signal volume replace individual form-fill targets.

Do we need new tools?

Not always—many platforms can track behaviour, but interactive video and product tours dramatically improve data quality.

Does this change how SDRs work?

Yes—SDRs focus on high-intent accounts rather than chasing low-signal leads from form fills.