MQL / SQL
MQL (Marketing Qualified Lead) is a lead ready to be nurtured by marketing; SQL (Sales Qualified Lead) is ready for a sales conversation.
Full definition
MQL and SQL define lead qualification stages that align marketing and sales efforts. An MQL is a lead that marketing has determined is likely to become a customer based on engagement (content downloads, email opens, webinar attendance, page views) and demographic fit. An SQL is an MQL that sales has accepted as worth pursuing based on BANT criteria (Budget, Authority, Need, Timing) or a discovery call. Defining clear MQL/SQL criteria reduces friction between marketing and sales, prevents wasted sales time on unqualified leads, and enables accurate funnel reporting. Marketing is measured on MQL volume and quality; sales on SQL-to-close rates.
Real-world example
A B2B company defines an MQL as a lead from a company with 50+ employees who has visited pricing pages 2+ times. Implementing this scoring reduces sales team time wasted on unqualified leads by 60%.
Related terms
A framework representing the stages a prospect goes through from initial awareness of a brand to becoming a customer.
Read definitionThe process of measuring specific user actions — purchases, sign-ups, calls — that represent business goals.
Read definitionThe process of crediting marketing touchpoints with conversions or sales.
Read definitionThe average cost spent on advertising to acquire one customer or conversion.
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