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About this Event
Marketing Qualified Leads have historically been linked with lead volume.HubSpot reports that 79% of MQLs never convert to sales, and more extreme assessments report as low as 1%.In a period when buyers are less willing than ever to make the first move, sellers face the tough challenge of separating the noise from the signals.But what if the statistics didn't need to look like this? What if there were simple-to-implement tactics that marketers can leverage to immediately improve the quality of their MQLs?This session is for you if you're constantly optimising to improve lead quality. Daniel Farkas, ex-CRO of Staffbase and Box GTM Leader, shares how he implemented a culture of signal identification that consistently improved sales performance.He will be joined by Stuart Dale and James Ford of OrbitalX, as they dive deep into the problem and reveal how they've seen teams improve MQL quality to make everyone in the organization believe in their value.
Agenda
Why are sellers losing faith in MQLs
How to realign marketing and sales around the leads that will convert
What 100+ companies taught us about turning MQLs into revenue
Meet the Presenters
Stuart Dale
OrbitalX Co-Founder
Stuart Dale is a founder at OrbitalX, who has supported over 100 B2B software companies in the last two years to build demand for their business.After spending five years in New York where he was responsible for building revenue at a Google Ventures-backed software company, which was eventually sold, he went on to build OrbitalX with the goal of helping more teams hit their revenue goals faster and more efficiently.He has supported businesses ranging from Seed stage to publicly listed across the globe.
James Ford
OrbitalX Co-Founder
James Ford is a go-to-market expert, specialising in the storytelling and tactics required for businesses to break through the noise and win.Over the past 15 years, James has led sales, marketing, and product teams, giving him a unique perspective on how businesses can integrate each component to grow rapidly and sustainably.Notable successes for James include taking cloud services businesses from $0 to $3m ARR, bootstrapping a DTC brand from $0-$1m, launching hundreds of successful GTM motions for complex value proposition businesses, and setting up the National Equipment Appeal Database during COVID-19 pandemic, which relocated millions of items of PPE from industry to frontline health workers.
Daniel Farkas
Global CRO / SaaS Growth Strategist
Daniel Farkas is a global CRO and SaaS growth strategist with over 20 years of experience scaling businesses, driving revenue, and leading international teams. As Chief Revenue Officer at Staffbase, he spearheaded global go-to-market operations across EMEA, North America, APAC, and Japan, helping the company achieve Unicorn and Centaur status. Previously, Daniel held leadership roles at Box and Accenture, where he built high-performing teams and delivered transformative growth strategies. A passionate advocate for clarity, collaboration, and data-driven decision-making, Daniel brings a wealth of expertise in market expansion, revenue leadership, and scaling customer success.With deep expertise in go-to-market innovation, Daniel is a valuable voice on the shift from traditional marketing metrics to modern revenue signals. He brings practical insights on how leading companies are rethinking demand generation, leveraging buyer intent, and aligning sales and marketing to unlock more sustainable growth.