What is an SQL?
An SQL, or sales qualified lead, is a lead that the sales team has reviewed and accepted as a real opportunity worth pursuing. It usually follows a marketing qualified lead and shows clearer need, fit, and intent to buy.
Last reviewed .
How a lead becomes an SQL
Sales typically checks the lead against agreed criteria, such as need, budget, authority, and timing. A short conversation often confirms these before the lead is marked as sales qualified.
SQL versus MQL
An MQL is qualified by marketing, based on fit and engagement. An SQL has gone a step further and has been accepted by sales.
Tracking the share of MQLs that become SQLs shows whether marketing and sales agree on what a good lead is.
What happens next
An SQL usually becomes an opportunity in the pipeline, where the sales team works it toward a close. Record why leads are rejected, so marketing can improve the leads it sends.
Common questions
What does SQL stand for in marketing?
In marketing and sales, SQL stands for sales qualified lead. It isn't related to the SQL database language, which has the same letters.
What's the difference between an MQL and an SQL?
Marketing qualifies an MQL based on interest and fit. Sales qualifies an SQL after reviewing it and deciding it's ready for a sales conversation.
Who decides what counts as an SQL?
Sales usually owns the final decision, but the definition works best when both sales and marketing agree on it in advance.
What is the MQL to SQL conversion rate?
It's the share of MQLs that become SQLs. A low rate may suggest the MQL criteria are too loose or that follow-up is slow.
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