The key to an optimized revenue process is context. As discussed earlier in this blog series, both the marketing qualified lead (MQL) and the marketing qualified account (MQA) suffer from context issues. But if you use the opportunity-centric approach, you can leverage this context and optimize the revenue process between marketing and sales throughout the entire revenue process. Topics: MQL, MQA, MQO, Marketing Qualified Lead, Marketing Qualified Account, Marketing Qualified Opportunity, Waterfall, Demand Waterfall, Demand Unit Waterfall, B2B Revenue Waterfall, leads, buying groups, opportunity, lead-centric, opportunity-centric, funnel demand process, revenue process, revenue engine, lead scoring