What Is MQL vs. SQL?
MQL (Marketing Qualified Lead) shows interest through engagement. SQL (Sales Qualified Lead) has been vetted by sales and confirmed as a real opportunity.
MQL vs. SQL Explained
The MQL-to-SQL framework defines when a lead transitions from marketing ownership to sales ownership. Getting this handoff right is one of the most impactful improvements a B2B company can make.
An MQL is a lead that has demonstrated interest through marketing engagement: downloading content, attending a webinar, visiting pricing pages, or meeting lead scoring thresholds. Marketing has qualified them as potentially valuable based on behavior and firmographic data.
An SQL is a lead that sales has personally vetted and confirmed as a real opportunity. This typically requires a conversation where the sales rep validates budget, authority, need, and timeline (BANT). An SQL has a defined problem, the authority to buy, and a realistic timeline.
The conversion rate from MQL to SQL is one of the most important metrics in B2B marketing. Industry average is 13%. If your rate is significantly below that, either marketing is sending unqualified leads or sales is not following up effectively. Both are fixable.
Why MQL vs. SQL Matters
The MQL-to-SQL handoff is where most B2B companies lose 50% or more of their pipeline. Marketing generates leads that sales ignores. Sales complains about lead quality. The real problem is usually unclear definitions and inconsistent follow-up processes.
Common Mistakes
- 1
Not having agreed-upon MQL and SQL definitions between marketing and sales teams
- 2
Setting MQL thresholds too low, which floods sales with unqualified leads
- 3
Not tracking MQL-to-SQL conversion rate, so neither team knows if the handoff is working
Related Terms
Lead Nurturing
Building relationships with prospects through targeted content and communication, moving them through the sales funnel until they are ready to buy.
Demand Generation
Marketing programs that create awareness and interest in your product, building sustainable pipeline through content, SEO, paid media, and thought leadership.
AI Lead Qualification
Using AI to automatically evaluate and score inbound leads based on fit, intent, and likelihood to convert before passing them to sales.
Sales Enablement
Providing sales teams with the content, tools, training, and data they need to sell effectively and close deals faster.
How Attainment Helps
Related Services
Frequently Asked Questions
What is the average MQL to SQL conversion rate?
Industry average is 13% (Salesforce). Top performers achieve 20-30%. Conversion below 10% usually indicates a lead quality or follow-up speed problem. The most common fix is tightening MQL criteria and implementing faster sales follow-up (under 5 minutes for inbound leads).
Who decides when an MQL becomes an SQL?
Sales decides. Marketing's job is to generate MQLs that meet agreed-upon criteria. Sales reviews each MQL and either accepts it (becoming an SQL), rejects it (with a reason), or sends it back to marketing for further nurturing. This requires a shared definition and regular calibration meetings.
Ready to Put This into Action?
Book a Discovery Call. We will show you how Attainment can help with mql vs. sql and more.
Book a Discovery Call