SQL

Definition

SQL stands for sales qualified lead, a term used in marketing and sales to identify prospects that meet explicit criteria for handoff to sales teams. An SQL shows intent, fits the ideal customer profile, and demonstrates a high potential to become a customer. This process ensures teams focus on leads with stronger chances of converting.

Why Use

• Aligns sales and marketing on priorities and definitions.
• Improves lead conversion rates through targeted engagement.
• Reduces wasted effort on unqualified or uninterested prospects.
• Shortens sales cycles with better qualified pipelines.

Core Concepts

• Lead qualification criteria and scoring systems.
• Funnel stages: MQL to SQL transition.
• Ideal customer profile assessment.
• Explicit buying signals and intent tracking.
• Sales and marketing alignment processes.

Examples

Scenario 1: A lead downloads a product guide, requests a demo, and matches company size criteria; the marketing team promotes them to SQL for sales follow-up.

Scenario 2: A contact scores over 80 points in the lead scoring model, showing frequent website visits and opening key emails, thus flagged as ready for direct sales.

Common Pitfalls

• Using vague or inconsistent qualification criteria between teams.
• Promoting leads to sales too early, causing frustration.
• Neglecting to update qualification as markets evolve.
• Ignoring feedback from sales on actual lead quality.

See Also

Related terms include MQL, lead scoring models, BANT, and sales pipeline for broader context.