Guest: Randy Likas, Head of North America Go-to-Market at Nektar

Traditional marketing tactics are losing their edge, with MQLs falling short as costly, outdated signals of real buyer intent.

In this week’s episode, we explore tactics for CROs to tackle the “great ignore” with guest Randy Likas, Head of North America Go-to-Market at Nektar, a revenue efficiency platform that unifies customer interaction data and helps you discover new revenue opportunities.

Randy discusses how CROs must reevaluate their playbooks and processes, focusing on how to re-engineer strategies and redeploy technology to align with emerging trends in buyer behavior–positioning the CRO role as not just operational but transformational.

Key insights you'll gain:

How changing buyer behaviors, like the "great ignore," are reshaping outreach strategies
Why MQLs are losing relevance and how to focus on buying groups instead
How breaking down silos between sales, marketing, and success boosts revenue efficiency

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting

---

Not Getting Enough Demos?

Your messaging could be turning buyers away before you even get a chance to pitch.

🔗 Get a Free Messaging & Content Conversion Review

We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with messaging tweaks to turn more visitors into sales conversations.

And the best part?

💡 It’s completely free.

If your pipeline isn’t full, your messaging might be the reason. Let’s fix it:

https://info.austinlawrence.com/marketing-and-messaging-review

Ep. 145 - The Death of the MQL: A New Playbook for SaaS CROs

Powered by Wave AI