MQL and SQL

The two labels mark a handover. Marketing passes a lead to sales when it meets agreed criteria: a fit with the ICP and some engagement, such as a demo request, a pricing page visit or a reply to outbound. Sales then qualifies it, usually in a first conversation, by checking that there is a real problem, someone with budget and authority, and a reason to act soon. A lead that passes becomes an SQL and usually an opportunity in the pipeline.

The labels only help when both teams agree on what they mean and track how many MQLs become SQLs. A low conversion rate means marketing's criteria are too loose, or that sales is not following up. In outbound-led teams, a positive reply from an ICP account often goes straight to sales, skipping the MQL stage altogether.