MQL

Definition

An MQL (Marketing Qualified Lead) is a potential customer who has been identified by marketing teams as more likely to convert to a sale than other leads. This qualification is based on specific behaviours, such as downloading content or attending a webinar, indicating genuine interest in a company's product or service. MQLs help bridge the gap between marketing and sales by prioritising leads with a higher chance of progressing through the sales funnel.

Why Use

• Focus sales efforts on leads most likely to convert.
• Improve alignment between marketing and sales teams.
• Increase efficiency within the lead management process.
• Boost ROI from marketing activities.

Core Concepts

• Lead scoring and qualification criteria.
• User behaviours (e.g. clicks, downloads, sign-ups).
• Handover process to the sales team.
• Conversion rate monitoring and improvement.

Examples

Scenario 1: A lead downloads an e-book and subscribes to a newsletter, signalling interest and earning the status of MQL.

Scenario 2: An individual attends a product webinar and requests further information, qualifying as an MQL due to engagement and intent.

Common Pitfalls

• Relying on poor or unclear qualification criteria.
• Handing leads to sales before they are truly sales-ready.
• Overlooking feedback from the sales team.
• Failing to revisit and refine lead definitions.

See Also

Related terms include SQL, lead scoring, sales funnel, and lead nurturing for broader understanding.