An MQL is a lead that marketing has determined shows sufficient interest or fit to warrant further attention, typically based on behavior (content downloads, website visits) or firmographic fit. An SQL is a lead that sales has further vetted and accepted as ready for direct sales engagement.
Why it matters
The MQL-to-SQL handoff is one of the most common friction points between marketing and sales teams — disagreement over what qualifies as "ready" often shows up as leads marketing considers strong being rejected by sales, or vice versa. Clear, mutually agreed definitions reduce that friction.
In a sentence
"Our MQL-to-SQL conversion rate dropped, which prompted marketing and sales to revisit what actually counts as sales-ready."
Related terms
- Antonyms: Disqualified lead (a lead assessed as not a fit, the negative counterpart to MQL/SQL status).
- Often confused with: Each other (an MQL has been vetted by marketing criteria; an SQL has been further vetted and accepted by sales — an MQL doesn't automatically become an SQL).
- Synonyms: Qualified lead (as a general term encompassing both).