AJ Bruno cited ICONIQ data finding that AI lifts lead-to-MQL conversion by about 11% and MQL-to-SQL by a further 8%, while barely moving active deal cycles.

AJ Bruno, CEO at QuotaPath (inferred) · Topline · 28 Jun 2026 AJ Bruno cited ICONIQ data finding that AI lifts lead-to-MQL conversion by about 11% and MQL-to-SQL by a further 8%, while barely moving active deal cycles. Listen

He presented the figures from ICONIQ's state of go-to-market study released in January 2026. He noted that the study used 2025 data, and that AI tooling has changed quickly since then.

“AI clearly lifts top of funnel, 11 % on the lead to MQL and MQL to SQL another 8%, but barely moves active deal cycles.”

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From The Godfather of Modern GTM: This Is How To Measure AI Impact | Mark Roberge, Co-Founder @ Stage 2 Capital.