Marketing Qualified Lead (MQL)

What is an MQL (Marketing Qualified Lead)?

A Marketing Qualified Lead (MQL) is a prospect that has demonstrated sufficient engagement and fit to be passed from marketing to sales for further qualification. MQLs have moved beyond initial interest but aren't yet confirmed sales-ready they've crossed a threshold warranting sales investment.

The MQL definition should be specific and measurable: explicit actions (downloading a pricing guide, requesting a demo, attending a webinar) combined with fit criteria (company size, industry, job title). Clear MQL criteria prevent marketing-sales friction over lead quality.

Why It Matters

The MQL stage is the critical handoff between marketing and sales. When criteria are too loose, sales wastes time on unqualified prospects. When too tight, viable opportunities never get sales attention. The right balance ensures sales focuses effort on leads worth pursuing.

MQL conversion rate (MQL to SQL) is a key marketing effectiveness metric. Low conversion suggests marketing is generating poor-fit leads or qualification criteria are misaligned. High conversion with low overall volume suggests marketing isn't generating enough pipeline.

Benchmarks

• MQL-to-SQL conversion: 18-22% industry average; top performers hit 25-35%
• Time to SQL handoff: Best-in-class teams hand off within 24-48 hours of MQL qualification
• MQL definition clarity: Companies with written, agreed MQL definitions see 30% higher conversion
• Acceptance rate: Sales should accept 70-80% of MQLs; lower indicates definition misalignment

Best Practices

1. Define MQL criteria jointly with sales - Marketing shouldn't define MQLs in isolation. Sales input ensures criteria reflect what actually indicates sales-ready prospects. Joint definition prevents later finger-pointing.

2. Use demographic + behavioral criteria - Fit (demographics) plus engagement (behavior) predicts quality better than either alone. A CEO at a 500-person company requesting pricing is more qualified than an intern downloading a whitepaper.

3. Document and socialize the definition - Every SDR, AE, and marketer should know the exact MQL criteria. Post them visibly; reference them in handoff meetings; review quarterly.

4. Track MQL source and quality - Not all MQL sources perform equally. Track conversion by lead source to identify which channels generate quality vs. junk MQLs.

5. Review and refine quarterly - Markets and products evolve. MQL criteria that worked last year may be outdated now. Regular review keeps definitions aligned with reality.

Common Mistakes

• Setting MQL criteria without sales input, creating friction on handoff
• Focusing only on engagement while ignoring demographic fit
• Defining MQLs too loosely, flooding sales with unqualified leads
• Not tracking MQL-to-SQL conversion, missing quality problems
• Leaving definitions static while market conditions change

Key Takeaways

• MQLs are the critical handoff between marketing and sales
• Clear, jointly-defined criteria prevent friction over lead quality
• Demographic fit plus behavioral engagement predicts MQL quality
• MQL-to-SQL conversion is the key effectiveness metric
• Regular review keeps criteria aligned with market reality