The Death of the MQL: Building Pipeline for Modern Buyers | Scott Wasserman

Most growth-stage companies don’t have a marketing team problem. They have a pipeline clarity problem.  They confuse motion with progress—pouring thousands into outdated lead-gen metrics while real buyers quietly educate themselves in private Slack communities, dark social circles, and AI-driven search.In this episode of Back on T-R-A-C-K, I’m joined by Scott Wasserman, Fractional CMO and founder of Wasserman Revenue Advisors, to unpack how to realign your GTM strategy with how modern buyers actually research, evaluate, and make decisions today. We dive into:Moving away from failing MQL models toward precision, signal-based demand generation.Generative Engine Optimization (GEO)—how to ensure your brand shows up when buyers ask ChatGPT or Perplexity for solutions.The operational reality of scaling from activity tracking to true revenue accountability.  Stop filling up dashboards with vanity metrics. It’s time to build a pipeline that actually converts.