Insights
Plain answers on B2B pipeline.
Definitions, comparisons, and working notes on qualification, outbound, and GTM engineering. Written from the programs we run, kept short, and pointed at the service each one belongs to.
- Qualification
MQL vs SQL vs HQL vs BANT: definitions and where each breaks
What an MQL, SQL, HQL, and BANT-qualified lead each mean, who qualifies them, where each definition breaks, and how to write one both teams accept.
- Outbound
B2B appointment setting: what an agency does, and how to judge a meeting
What a B2B appointment setting agency actually does, when to run it in-house instead, how meetings get priced, and the questions to ask before you sign.
- GTM engineering
What a GTM engineer does, and the skills they run
A GTM engineer builds the systems that find, enrich, and reach buyers. What the role does day to day, how it differs from RevOps and SDRs, and the stack.