Let’s be clear—if your marketing team thinks they’re “crushing it” because downloads are up, but your sales team is ghosted on every call, you’ve got a lead quality problem.
And it usually starts with a fuzzy line between an MQL and an SQL.
Here’s how to get both teams speaking the same language—and how to build a system that turns curious prospects into closed deals.
What Is an MQL?
A Marketing Qualified Lead (MQL) is someone who has shown interest—but isn’t ready to buy yet.
They might:
- Download a whitepaper
- Subscribe to your newsletter
- Attend a webinar
- Visit your site five times in a week
They’re curious. They’re engaged. But they haven’t raised their hand to talk sales.
Your job at this stage: Nurture. Educate. Build trust.
What Is an SQL?
A Sales Qualified Lead (SQL) is someone who has shown clear buying intent.
They might:
- Request a demo
- Reply to an outbound message
- Ask about pricing
- Invite additional stakeholders into the conversation
They’re not just browsing. They’re evaluating—and your sales team should already be talking to them.
Your job at this stage: Connect. Qualify. Close.
The Real Difference Between MQL and SQL
| Attribute | MQL | SQL |
| Stage in Funnel | Top or Middle | Bottom |
| Qualification By | Marketing | Sales |
| Engagement Type | Passive, educational interest | Active, buyer-driven behavior |
| Next Step | Lead nurturing | Sales conversation |
If you’re treating every lead like an SQL—or worse, ignoring MQLs altogether—you’re leaking pipeline.
How to Move MQLs to SQLs (Without Forcing It)
- Lead Scoring
Assign points for behaviors and firmographics. Don’t just score for clicks—score for meaningful action. - Nurture Sequences That Educate, Not Annoy
Send fewer, better emails. Make every follow-up feel like a value-add, not a nag. - Sales Alerts Based on Behavior
Set triggers for when an MQL becomes sales-ready: visiting your pricing page, watching a demo, booking a call. - Tight Marketing-Sales Handoff
Your sales team shouldn’t hear about a lead for the first time the day the meeting is booked. Sync weekly. Share context.
What to Do This Week
- Review your lead definitions: Are your MQL and SQL criteria clear—and agreed upon by both teams?
- Revisit your lead scoring model: Are you rewarding the right behaviors?
- Audit your handoff process: Is sales getting full context, or just a name and email?
- Create one piece of content designed to move MQLs to SQLs: Think demo request playbook, ROI calculator, or “what to expect” guide.
- Track your MQL-to-SQL conversion rate—and start improving it.
Related Articles
- How to Build a Consistent Lead Generation System for Your B2B Startup
- 12 Lead Generation Strategies for B2B Success
- The B2B LinkedIn Outreach System That Converts (2025 Edition)
Stay focused. Stay productive. Keep building.
—Bill
