Will MQAs Replace MQLs? with Andrea Frazier and Jessica Fewless

In this episode of Ops Cast, hosts Michael Hartmann, Mike Rizzo, and Naomi Liu take on one of the most pressing debates in B2B marketing and revenue operations. The focus is on the future of Marketing Qualified Leads (MQLs) and the growing importance of Marketing Qualified Accounts (MQAs). The discussion examines why organizations are reevaluating their approach to defining buying intent and what it takes for marketing and sales teams to collaborate with shared goals.

Joining the conversation are two respected leaders who have shaped how companies approach demand generation and revenue alignment. Andrea Frazier, Senior Revenue Operations Technical Consultant, brings her expertise in building scalable systems and connecting data across functions. The good news is that she will also be joining us at the upcoming Mopsapalooza as a speaker. Alongside her is Jessica Fewless, VP of Marketing and Partnerships, recognized for her strategic work in ABM, demand generation, and full-funnel marketing programs. Together, they share practical insights on how to move beyond traditional lead models toward account-level engagement that better reflects modern buyer behavior.

In this episode, you will discover

• Why the MQL framework is losing effectiveness in today’s B2B environment

• How MQAs provide a more complete picture of intent and engagement

• The challenges teams face when making the shift from MQLs to MQAs

• Ways to update measurement and reporting to align with actual buying signals

This conversation is designed for Marketing Operations, Revenue Operations, and Demand Generation professionals who are eager to rethink how success is defined and measured. Tune in to hear from Andrea and Jessica as they break down real-world strategies that can help your organization move from lead-focused metrics to account-driven growth.