Gabe Lullo — CEO, Alleyoop
Published:
When marketing is creating MQLs and then just passing direct to sales and they get mad at sales because sales isn’t closing those leads… sales is going back to marketing and saying your leads suck… So we feel putting a sales development function as that go between—really the marriage counselor, if you will, between the two departments—is really the answer to your problem.
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-when-marketing-is-creating-mqls-and-then-just-passing-direct