Glossary · B2BTOFU
MQL (Marketing Qualified Lead)
The short answer
An MQL (Marketing Qualified Lead) is a lead that marketing has judged likely enough to become a customer to hand over to sales, based on agreed criteria about who they are and what they've done.
Criteria usually combine fit (does the lead match the ICP?) and engagement (have they shown buying intent — visited pricing, requested a demo, downloaded a comparison?).
MQL vs SQL
- MQL — marketing believes the lead is worth sales' time
- SQL — sales has spoken to the lead and confirmed a real opportunity
The gap between the two tells you how well marketing's definition matches reality.
Defining MQLs well
- Agree criteria with sales, in writing
- Base scoring on what closed deals actually had in common
- Review MQL-to-SQL conversion monthly
- Adjust when sales consistently rejects MQLs
In practice
We ask sales to mark every MQL they reject with a reason — wrong industry, too small, student, competitor, no budget. After a month, those reasons show exactly where targeting or form questions need tightening.
Example MQL criteria
| Criterion | Example |
|---|---|
| Fit | Target industry, company size, location |
| Role | Manager or above |
| Engagement | Pricing page visit, demo request, webinar attendance |
| Exclusions | Students, competitors, job seekers |
See SQL and lead scoring.
MQLs in practice
A lead downloads a pricing guide, matches the ICP and visits the pricing page twice: marketing marks it as an MQL and passes it to sales for qualification.
Making MQLs useful
- Define criteria with sales
- Track MQL-to-SQL conversion
- Recalibrate regularly
Common MQL mistakes
- Definitions not agreed with sales
- Counting MQLs as success
- No feedback loop from sales
Frequently asked questions
Is a higher MQL count good?
Only if MQL-to-SQL conversion holds. Inflated MQL numbers are a common vanity metric.
Who should own the MQL definition?
Marketing and sales jointly. Marketing proposes criteria based on data; sales validates them against what actually closes. Revisit the definition quarterly.
How quickly should MQLs be contacted?
As fast as practical — minutes rather than hours — because interest fades quickly.
Should every lead become an MQL?
No. Many leads need nurturing before they meet MQL criteria.
Are MQLs still relevant?
They can be, but many teams now focus on pipeline and opportunities rather than MQL volume.
What's the difference between an MQL and a lead?
An MQL meets agreed criteria suggesting it's worth sales follow-up.
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