Gabe Lullo — CEO, Alleyoop
Published:
MQL is really understanding the ICP and really understanding who your actual buyer is, is really where marketing and sales needs to be aligned. And I think companies are catching up to understanding what ICP really means and why it’s so important. And this spray and pray mentality of just mass marketing or mass cold calling or mass emailing is now a thing in the past.
What does Gabe Lullo say on B2B Agility with Greg Kihlström?
Gabe Lullo, CEO, Alleyoop, says: This interview with Gabe Lullo, CEO of Alleyoop, deconstructs the limitations of the Marketing Qualified Lead (MQL) and argues for a shift from volume-based metrics to an ICP-driven, revenue-focused approach. Lullo outlines practical fixes — a dedicated sales development function to mediate handoffs, prioritizing people and process before technology, and treating content as a product to build trust and pre-qualify prospects for more efficient sales conversations.
From: B2B Agility with Greg Kihlström
Cite as: Gabe Lullo. (2026). On B2B Agility with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/gabe-lullo-mql-is-really-understanding-the-icp-and-really-understanding