Subject areaRevenue and sales
A marketing qualified account (MQA) is a company on the target account list that shows enough signs of interest to be handed to sales.
It is measured on the whole company: several people from the same business reading content, attending an event or visiting pricing pages.
It is the account-level version of the marketing qualified lead, which looks at a single person. In business-to-business sales a group decides, and one interested contact says little about a purchase that involves five or six roles.
An example
In the same month three people from a banking group, in finance, IT and purchasing, download different documents from the same supplier. None of them alone passes the scoring threshold, the company as a whole does, and the seller is alerted.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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