What is MQL vs SQL?
Marketing Qualified Lead vs. Sales Qualified Lead. A classification system to determine where a prospect is in the buying journey.
Deep Dive
An MQL is someone who has engaged with marketing (downloaded an ebook) but isn't ready to buy.
An SQL is someone who has been vetted by the team and is ready to talk to sales (requested a demo).
The handoff between marketing (MQL) and sales (SQL) is where most B2B revenue is lost.
Key Takeaways
- Defines the relationship between Marketing and Sales.
- Prevents sales teams from wasting time on bad leads.
- Scored based on behavior (lead scoring).
- Essential for B2B pipeline management.
Why This Matters Now
The war between Sales and Marketing usually starts here. Marketing says 'We sent you 100 leads!' Sales says 'They were all junk!'
Defining MQL vs SQL is the peace treaty. It sets a strict standard: Marketing only promises to send leads that meet specific criteria (e.g., 'Has budget, is decision maker').
Common Myths & Misconceptions
More MQLs is better.
Reality:Quality over quantity. 10 SQLs are worth more than 1,000 bad MQLs.
It's static.
Reality:No. A lead can move backward. They become an SQL, talk to sales, say 'Not now', and go back to being an MQL for nurturing.
Real-World Use Cases
Lead Scoring: Giving +10 points for visiting the pricing page (SQL signal) and +1 point for liking a tweet (MQL signal).
SLA (Service Level Agreement): Marketing agrees to deliver 50 SQLs/month; Sales agrees to call every SQL within 2 hours.
Frequently Asked Questions
What is a SAL?
Sales Accepted Lead. The intermediate step where Sales says 'Okay, I agree this is a good lead, I will work on it'.
Does this apply to B2C?
Rarely. In B2C e-commerce, people usually skip the 'Lead' stage and go straight to 'Customer'. This is a B2B concept.
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