Marketing Qualified Lead (MQL)
A marketing qualified lead (MQL) is a lead that marketing judges more likely to become a customer than other leads, based on fit and engagement, and ready to pass to sales.
Also called: MQL
Why it matters
An MQL marks a handoff point in the funnel. Teams usually define it with a lead score that combines fit (job title, company size, industry) and behavior (pricing page visits, demo requests, repeated content views). Once a lead crosses the agreed threshold, it is routed to a sales development representative or an account executive for follow up.
An MQL is not the same as a sales qualified lead. The MQL label reflects marketing's view, while an SQL is a lead that sales has reviewed and accepted as a real opportunity. Because a single content download can push a lead over the line, many teams track the MQL to SQL conversion rate and tighten the definition when sales rejects too many.
Example
A software company scores leads out of 100. A job title in the target persona adds 30 points, a company in the right size band adds 20, a pricing page visit adds 15 and attending a webinar adds 20. Any lead at 70 points or more becomes an MQL and goes to an SDR. A student who downloads three guides stays well below the threshold.
Questions people ask
What comes first, MQL or SQL?
The MQL comes first. Marketing qualifies a lead on fit and engagement, then hands it to sales; it becomes a sales qualified lead once sales reviews it and accepts it as a real opportunity worth pursuing.
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