A marketing qualified lead (MQL) is a lead that meets the scoring rules marketing and sales agreed, such as company type, role and actions taken. A sales qualified lead (SQL) is an MQL that sales has reviewed and accepted as worth active follow-up. The difference is who has judged the lead.
In short
The handoff is where many B2B teams lose leads. Agree in writing what makes a lead an MQL, how fast sales must respond, what happens to leads that are not ready, and how rejected leads return to marketing. Measure how many MQLs become SQLs and then customers, not just the count of MQLs.
Visitor, then lead (a form or call), then MQL (meets the rules), then SQL (sales accepts), then opportunity (a deal is open), then customer. Names vary by company, so define each stage in your own team's words and keep the definitions in one place.
Content that attracts the right leads is covered on our content planning page.
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