Your hosts
Kim is a Revenue Operations executive and board advisor. She was COO of Honest Buildings through its acquisition by Procore, where she went on to lead Revenue Operations, Strategy & Enablement as SVP, and most recently was SVP of Revenue Operations at Project44. She advises SaaS companies and venture firms. At Lean Layer she leads growth, market presence and thought leadership, and works with clients on their revenue operations.
Guilherme Larroyd is a Demand Orchestration and Outbound specialist at Lean Layer. He designs and builds the infrastructure, processes and data behind how B2B revenue teams find, prioritize and engage the right accounts, from lead scoring and routing to outbound targeting. He has deep experience solving problems for many different types of clients, of all sizes and maturity levels.
About this session
When pipeline is short, the MQL threshold is usually the first thing to drop. Learn the scoring, routing and recycling fixes that create more pipeline from the leads and database you already have. Kim will be joined by Guilherme Larroyd, one of the Demand Orchestration & Outbound Specialists at Lean Layer.
What we'll cover
- Why lowering the MQL threshold backfires
- Why demo requests should skip the score
- How to bring back MQLs that went cold
- Who reps should call first when inbound isn’t enough