SQL (Sales Qualified Lead)

Detailed Explanation

SQL, or Sales Qualified Lead, is a lead that has been evaluated by the sales team and deemed ready for direct sales engagement. SQLs have higher buying intent than MQLs and typically meet specific criteria around budget, authority, need, and timeline (BANT). The transition from MQL to SQL is a critical handoff between marketing and sales teams.

Example

An MQL requests a product demo, confirms budget availability, and has decision-making authority → sales team qualifies them as SQL and schedules discovery call.

Why SQL Matters

The MQL to SQL conversion rate is a key indicator of marketing quality and sales-marketing alignment. Low conversion rates suggest marketing is generating unqualified leads or sales criteria are too strict. Optimizing this transition improves overall sales efficiency and shortens sales cycles.