What is a Marketing Qualified Lead (MQL)?
A Marketing Qualified Lead (MQL) is a prospect that has shown enough interest or fit based on marketing signals to be considered more likely to become a customer than an average lead. MQLs typically meet specific engagement and/or demographic criteria that indicate readiness for sales follow-up or deeper qualification.
How MQLs Are Defined
MQL definitions vary across companies, but common inputs include:
- Engagement: demo requests, pricing page views, webinar attendance, content downloads
- Fit: company size, industry, role, geography
- Intent signals: third-party intent data, repeated visits, competitive comparisons
- Lead score: a threshold score based on behavior and profile
The goal is consistency: a clear definition that marketing and sales agree on and can measure.
MQL vs SQL
MQLs are qualified by marketing signals. Sales Qualified Leads (SQLs) are qualified bysales after confirming need, timeline, and buying process. Many teams treat “MQL → SQL” conversion rate as a key alignment metric.
Why MQLs Matter (and When They Don’t)
- Prioritization: helps focus sales on warmer, higher-fit leads.
- Funnel measurement: supports tracking marketing’s contribution to pipeline.
- Process alignment: creates a shared language for handoffs and SLAs.
However, in some motions (e.g., account-based enterprise sales), MQLs can be less useful than account-level signals and buying group engagement.
Best Practices for MQL Programs
- Use both fit and intent: don’t qualify on engagement alone.
- Document SLAs: define follow-up times and feedback loops.
- Track outcomes: optimize for pipeline and revenue, not just MQL volume.
- Segment thresholds: SMB and enterprise leads often require different scoring.
How AI Helps Improve MQL Quality
AI can improve MQL quality by predicting which leads are most likely to convert, enriching lead data, and identifying intent signals from conversations and multi-touch engagement patterns.
help_outlineFrequently Asked Questions
Are MQLs the same as leads?
No. A lead is anyone who enters your funnel. An MQL is a subset of leads that meet specific criteria indicating higher fit or intent and therefore should be prioritized.
Why do MQLs sometimes create friction with sales?
Friction usually comes from misaligned definitions: marketing optimizes for MQL volume while sales experiences low conversion. The fix is a shared definition, shared SLA, and measuring MQLs by downstream outcomes (SQL, pipeline, revenue).
Should we use MQLs in an ABM model?
You can, but account-level engagement is often a better primary signal. Many ABM teams use buying-group engagement scores and target-account penetration instead of (or in addition to) MQLs.
What’s a good MQL → SQL conversion rate?
It varies by segment and motion. The best benchmark is your own trend over time, segmented by source and ICP fit. If the rate drops, it’s often a lead quality or SLA-followup issue.