It’s 2026, but still too many B2B companies treat marketing as a MQL factory in a linear funnel.<br /><br />Every interaction scored. Every behaviour is treated as a buying signal. Every nurture sequence designed to push someone toward a sales call they're not ready for.<br /><br />In this episode of Full-Funnel Live, Andrei and Vlad invited Ashley Faus, Head of Lifecycle Marketing at Atlassian, to fix that.<br /><br />Tune in to learn:<br /><br />⁠- How lifecycle marketing got hijacked by MQL thinking and what it actually looks like in 2026 <br />- The playground model: how to design buyer journeys that match how people actually research, explore, and decide, even if you’ve inherited the “MQL factory” model <br />- How to run change management and sell the idea of “the playground" lifecycle model <br />- What AI can and cannot do for lifecycle marketing and what has to be true about your data before AI will work <br />- What a CMO can realistically build in year one when inheriting a broken linear funnel and 90 days to show the board something<br /><br /><br />RESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/<br /><br />Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/ <br /><br />Join our community for B2B marketers - The Trenches: https://trenches.community/ <br /><br />Upcoming events: https://lu.ma/fullfunnel/events <br /><br />Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog<br /><br />Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/<br />Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/<br />Ashley on Linkedin: https://www.linkedin.com/in/ashleyfaus/