MQL and SQL (lead qualification)
Quick answer
An MQL has shown interest; an SQL has been checked and accepted by sales as a real opportunity.
Key takeaways
- 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
Real-world example
Of 120 monthly MQLs, 38 become SQLs. A 32% acceptance rate plus rejection reasons shows which campaigns bring traffic without buying intent.
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Frequently asked
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.
Where CRMconnect fits
Related terms
Lead scoring
Scoring leads by fit with the ideal customer profile and by behaviour, so the team works the highest-probability opportunities first.
SalesSales pipeline
A structured view of open opportunities grouped by stage, used to estimate future revenue and prioritise commercial effort.
SalesWin rate
The share of closed opportunities that were won - the main indicator of sales process and qualification quality.