MQL and SQL (lead qualification)
Σύντομη απάντηση
An MQL has shown interest; an SQL has been checked and accepted by sales as a real opportunity.
Βασικά συμπεράσματα
- A confirmed, articulated need
- Known budget or budget range
- Contact has a role in the decision
- Defined timeframe
The distinction settles the oldest argument between marketing and sales. A lead becomes an SQL only when explicit criteria are confirmed.
Typical SQL criteria
- A confirmed, articulated need
- Known budget or budget range
- Contact has a role in the decision
- Defined timeframe
How to operationalise it
- Behavioural scoring for MQLs
- A qualification form completed by sales at first contact
- Rejected leads return to marketing with a reason
Πραγματικό παράδειγμα
Of 120 monthly MQLs, 38 become SQLs. A 32% acceptance rate plus rejection reasons shows which campaigns bring traffic without buying intent.
Ενημέρωση:
Συχνές ερωτήσεις
Who decides?+
Sales, against criteria agreed in writing with marketing.
What to track in the CRM?+
MQL-to-SQL acceptance, time to first contact, and win rate by source.
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Σχετικοί όροι
Lead scoring
Scoring leads by fit with the ideal customer profile and by behaviour, so the team works the highest-probability opportunities first.
ΠωλήσειςSales pipeline
A structured view of open opportunities grouped by stage, used to estimate future revenue and prioritise commercial effort.
ΠωλήσειςWin rate
The share of closed opportunities that were won - the main indicator of sales process and qualification quality.