MQL (Marketing Qualified Lead) is A lead that has been evaluated by marketing based on engagement signals and firmographic fit, and deemed ready for sales follow-up according to agreed-upon criteria.
An MQL is a lead that meets the threshold criteria set jointly by Marketing and Sales (ideally through RevOps) for sales follow-up. The definition typically combines fit scoring (is this the right kind of company/person?) with engagement scoring (have they shown enough interest?).
MQL vs SQL vs PQL
MQL: Marketing Qualified Lead, meets marketing's criteria for fit and engagement
SQL: Sales Qualified Lead, accepted by sales after initial outreach and qualification
MQLs are controversial. Critics argue the metric incentivizes marketing to generate volume over quality. Defenders point out that without a shared handoff definition, marketing and sales can't align. The truth is that MQLs work when the definition is calibrated regularly, if fewer than 25% of MQLs convert to SQLs, the bar is too low.
The MQL→SQL conversion rate is a key RevOps KPI. RevOps owns the definition and measurement, mediating between Marketing's desire for credit and Sales' demand for quality.
Frequently Asked Questions
What makes a lead an MQL?
The specific criteria vary by company, but typically it's a combination of firmographic fit (right company size, industry, title) and behavioral engagement (content downloads, email clicks, pricing page visits) that crosses a predefined score threshold.
