Don’t Go Chasing Waterfalls: Why We Need a Better Metaphor for Demand

Why It Matters

Rethinking the MQL metaphor can shift B2B marketing from volume‑driven lead counting to value‑driven customer understanding, improving conversion efficiency and competitive advantage.

Key Takeaways

• MQLs dominate B2B marketing despite criticism
• Funnel metaphor treats buyers as numbers, not agents
• Jobs‑to‑Be‑Done emphasizes buyer agency and needs
• Alternative models coexist with funnels for better insight
• Marketing should prioritize understanding customers over lead quotas

Pulse Analysis

The MQL construct, born from SiriusDecisions' waterfall model, has become a shorthand for B2B pipeline management. While its appeal lies in measurability, the metaphor mistakenly portrays buyers as passive objects that flow predictably through stages. This linear view obscures the reality that modern buyers jump across touchpoints, making volume‑based forecasts increasingly unreliable. Marketers who cling to the funnel risk allocating resources to activities that do not influence purchase decisions, ultimately inflating lead quotas without delivering revenue.

Emerging frameworks like the Hankins Hexagon and the Jobs‑to‑Be‑Done (JTBD) theory offer a more nuanced lens. JTBD reframes the buyer as an employer hiring a solution to accomplish a specific task, highlighting agency, context, and emotional drivers. By mapping category‑entry points and aligning messaging with the buyer’s core job, marketers can create relevance that transcends mere lead counts. These models coexist with traditional funnels, serving as diagnostic overlays that reveal where the funnel’s assumptions break down.

For practitioners, the shift means rebalancing metrics: from MQL volume to indicators of buyer intent, problem awareness, and solution fit. Integrating JTBD insights into content strategy, account planning, and sales enablement can produce a competitive edge rooted in genuine customer understanding. When marketing teams adopt flexible metaphors and prioritize insight over quota, they not only improve pipeline quality but also foster stronger, longer‑term customer relationships.