Subject areaRevenue and sales
A sales qualified lead (SQL) is a contact that sales, after a direct check, considers a real opportunity: there is a need, a budget, a person who decides and a timeframe.
It comes after the marketing qualified lead and the sales accepted lead, and it is the point where a deal opens.
The ratio between MQLs and SQLs is one of the most useful measures of marketing and sales alignment: a low ratio means marketing's and sales' criteria describe different customers. Not to be confused with SQL, the database query language.
An example
Out of a hundred contacts passed on by marketing, the seller at an industrial coatings manufacturer turns twelve into SQLs after the first call. The other eighty-eight go back to marketing with the reason for rejection, and the next quarter the scoring changes.
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
Spotted an inaccuracy or something that needs updating? Write to info@enricogiubertoni.com and help make this glossary a better place.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.