Witty CMO — Provocative

You're measuring the wrong number, {{first_name}}

Most CMOs I talk to are measuring "MQLs" like it's still 2018.

Meanwhile pipeline is built on accounts that never filled out a form, never engaged a campaign, and showed up in the deal cycle from a totally different signal.

I'm not saying kill the MQL. I'm saying you probably already know it's a vanity metric and just haven't had the cover to fight that battle internally.

15 min to compare notes on what high-performing CMOs are actually using to forecast? No pitch.

— {{sender_first}}

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• Subject Line — Pattern interrupt

  Calling out their measurement is bold but not insulting. Either they reply defending it or curious. Either is engagement.

• Body — Cover, not criticism

  "You probably already know" reframes from "you're wrong" to "you've been waiting to fix this." Higher reply rate, lower hostility.

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