A marketing qualified lead (MQL) has shown enough interest or fit for marketing to pass it to sales, for example by downloading a guide or attending a webinar. A sales qualified lead (SQL) has been reviewed by sales and accepted as a real opportunity.
Why it matters
These labels define the handoff between teams. Clear definitions reduce disputes over lead quality and make conversion rates measurable at each stage. Without agreed criteria, one team’s MQL is another team’s noise.
Common pitfalls and tips
Review the definitions every few months with both teams. If many MQLs are rejected by sales, tighten the criteria instead of simply increasing lead volume.
Example
A visitor from a target industry downloads a buying guide and attends a product webinar, which crosses the MQL threshold. An SDR calls, confirms budget and a use case, and marks the lead as an SQL.
How Leadvaro relates: Richer contact and company data helps teams apply MQL criteria consistently, and Data Enrichment can supply the missing details.