SQL vs MQL

An MQL (marketing-qualified lead) is a contact whose behaviour, such as downloads, visits, or event attendance, suggests interest; an SQL (sales-qualified lead) is one that sales has verified as worth active pursuit, usually via a real conversation. The distinction marks the handoff point between marketing and sales.

Why it matters

Most funnel arguments inside B2B companies are definitional arguments about this boundary. Channels that generate conversations directly (referrals, events, guest interviews) enter the funnel at or near SQL stage, which is why their leads close at higher rates than content-scored MQLs. The fix most teams land on is a written service-level agreement between marketing and sales: what an MQL requires, how fast sales must act on it, and when it returns to nurture. Definitions vary widely between companies, which is why comparing MQL counts across businesses says almost nothing.