Meetings set, Mass Meaningless MQLs, Frequency modelling FUGAZI

Why are GTM teams still defaulting to volume?

Adem Manderovic says it’s not a tactic problem.
It’s a measurement problem.
And it goes all the way back to when we re-engineered sales around meetings set - instead of commercial viability.

In this clip from our conversation with Humantic AI, Adem breaks down how:

→ Pipeline goals shifted from opportunities to meetings
→ That shift changed incentives, tools, and entire GTM behaviours
→ Most senior leaders today haven’t worked outside that broken system
→ The commercial layer - where Sales, Marketing, and CS used to work in sync - was erased

So now?
Marketers chase MQLs.
BDRs chase meetings.
Sales chase deals with no context.
And Customer Success inherits the mess.

"What used to be one coordinated revenue motion is now a chain of disconnected KPIs."

Until we change how GTM is measured - we can’t fix how it works.

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