TABLE OF CONTENTS

TABLE OF CONTENTS

3 FOREWORD

4 TL;DR EXECUTIVE SUMMARY

5 DRIVERS BEHIND THE SHIFT AWAY FROM MQLS MQLS VS ACCOUNTS

6 THE RISE OF THE CONVERSATION-READY LEAD

7 MQL PROCESSING DELAYS – AN OPPORTUNITY KILLER

8 WHAT WENT WRONG?

9 MQL PROCESSING DELAYS – A DEEPER DIVE

10 CONVERSATIONAL MARKETING – HELPING BUYERS AND SALESPEOPLE CONNECT MORE QUICKLY

11 TIPS FOR GETTING STARTED WITH CONVERSATIONAL MARKETING

12 THE WAY AHEAD: CONVERSATIONAL MARKETING – BETTER FOR BUYERS, BETTER FOR SELLERS