For more than 20 years, the MQL (marketing qualified lead) has been the focus of most B2B revenue processes. But it fails in providing actionable insight and drives misalignment across various functions in the process. In part 1 of a four-part blog series, we explore why the MQL era is antiquated and needs to end immediately. Topics: MQL, MQA, MQO, Marketing Qualified Lead, Marketing Qualified Account, Marketing Qualified Opportunity, Waterfall, Demand Waterfall, Demand Unit Waterfall, B2B Revenue Waterfall, leads, buying groups, opportunity, lead-centric, opportunity-centric, funnel demand process, revenue process, revenue engine, lead scoring