Sales Qualified Lead (SQL)
A sales qualified lead (SQL) is a prospect that the sales team has reviewed and accepted as having a real need, fit and timing worth pursuing as a potential deal.
Also called: SQL
Why it matters
An SQL is the point where a lead becomes the responsibility of sales. A sales development representative or account executive usually confirms it on a discovery call, often against a framework such as BANT (budget, authority, need, timeline) or MEDDIC. Once accepted, the SQL typically becomes an opportunity in the CRM with an owner, a stage and an expected value.
An SQL differs from a marketing qualified lead, which marketing flags from fit and engagement before any sales conversation. Clear written criteria matter, because loose SQL rules inflate the pipeline and weaken forecasts. Teams track the MQL to SQL rate, the SQL to closed won rate and the time spent between stages to see where deals stall.
Example
A marketing team passes along a lead from a mid-sized retailer that downloaded a pricing guide. An SDR calls the operations manager and learns that budget is approved for this quarter, the manager will lead the evaluation and the contract for the current system ends in four months. The SDR marks the lead as an SQL and books a demo with an account executive.
Questions people ask
How can I convert an MQL to SQL?
Agree with sales on what an SQL is, route each MQL to the right owner quickly, and have that person confirm need, fit and timing in a first conversation. Leads that do not qualify go back to nurturing with a reason recorded.
Turn the definition into a working system.
We build the RevOps systems behind terms like this one. Tell us where your pipeline breaks and we will show you what we would fix first.
