What is an MQL?
An MQL, or marketing qualified lead, is a lead that marketing has judged more likely than others to become a customer, based on their fit and their engagement. MQLs are typically passed to sales for review once they meet agreed criteria.
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How a lead becomes an MQL
Teams set criteria for fit and interest, often through lead scoring. A lead might qualify after reaching a score threshold, or after taking a high-intent action such as requesting a demo.
MQL versus SQL
An MQL has been qualified by marketing. A sales qualified lead, or SQL, has been reviewed by sales and accepted as ready for a sales conversation.
The handoff between the two is where many teams lose leads, so clear definitions and timelines help.
Pitfalls of MQL counting
Counting MQLs alone can reward quantity over quality. Track how many MQLs become SQLs, opportunities, and customers to see whether your definition is working.
Common questions
What does MQL stand for?
MQL stands for marketing qualified lead. It's a lead that meets marketing's criteria for being a good prospect.
What's the difference between an MQL and an SQL?
Marketing decides who is an MQL, and sales decides who is an SQL. An SQL is a lead sales has accepted as ready to pursue.
How do you define an MQL?
Agree on criteria with sales, such as a fit profile and a score or action that signals interest. Review the definition against the leads that really became customers.
Does every business need MQLs?
They're most useful where marketing and sales are separate teams with a handoff. Smaller teams may skip the label and qualify leads directly.
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