MQL vs. SQL: Definition and examples

A lead is any person or organization that has suggested or demonstrated some interest in your product or service. Leads are not a monolith, though. No two leads are necessarily at the exact same stage of interest or decision-making.

If you treated every lead the same way, you could either go in too early or too late. If it’s too early, you waste your time and ruin a promising relationship with a prospective customer. If you’re too late, you miss out on opportunities to close on a prospect that was ready to buy.

Many organizations have a mechanism for the marketing department to hand over a lead to the sales department. This would usually occur when a marketing qualified lead (MQL) becomes a sales qualified lead (SQL).

So what’s the difference between MQL vs SQL? Overall, you determine if a lead is an MQL or SQL based on their characteristics and behavior. Let’s take a look at what each type of lead means and go through some examples.

Marketing qualified lead definition

A marketing qualified lead has shown a likelihood of becoming a customer by demonstrating more interest in your product than other leads. Whereas an MQL matches your target audience profile, they aren’t ready to buy just yet.

The lead may be generated through search engine optimization, PPC ads, social media ads, content marketing, email marketing, and more.

MQLs are also known as engaged leads.

MQL examples

You might have an MQL on your hands if they:

• Click on a link
• Visit your website at least once
• Download a white paper, guide, or other content
• Browse your product pages at least once
• Understand how your product can achieve their goals
• Request additional information on a product
• Attend a webinar
• Subscribe to your blog
• Sign up for your email newsletter
• Interact on live chat or social media

Sales qualified lead definition

A sales qualified lead has shown a high probability of buying your product and is prepared for detailed sales and marketing conversations. An SQL will typically have been researched and vetted by the sales team and has sent signals that they are ready to buy immediately.

SQLs are also known as vetted prospects/leads.

SQL examples

Someone might be an SQL if they:

• Have visited your website and product pages repeatedly
• Have been exposed to newsletters and social media campaigns showcasing your product’s value proposition
• Are well informed about your company and have a deeper understanding of your product
• Request or start a free trial of the product
• Ask for product pricing information
• Ask to be contacted by or to have a meeting with your sales representative
• Are referred by an existing customer
• Have urgency or an approximate target date to purchase

Key differences between MQL vs. SQL

There are multiple differences between an MQL and an SQL such as:

• Sales funnel: An MQL happens earlier in the sales funnel than an SQL.
• Process speed: The process for a lead becoming an MQL can take a while. It may take weeks or months for a lead to become an MQL and then an SQL. But once an MQL is deemed an SQL, the process adopts a faster pace. That’s because an SQL could very well opt for a competitor instead if you don’t move quickly
• Lead volume: Your business will have a much larger number of MQLs than SQLs. While your goal is to transition each MQL to an SQL, many MQLs will never become SQLs.
• Engagement: The SQL will be more engaged with your website, product, and marketing activities.
• Product interest: An SQL is often interested in more of your products than an MQL. That’s usually a sign that they are drawn to your brand, are convinced of your commitment to quality and just need to determine which product they will buy when the time is right.

MQL and SQL work hand in hand

An understanding of the distinction between an MQL and SQL is crucial for business success. Failure to do that would mean spending too much or too little time and resources on different types of qualified leads.

But, overall, your focus shouldn’t be MQL vs. SQL but rather MQL and SQL. Marketing and sales have equally valuable roles and are most effective at converting leads when they work together. A stable business running a robust marketing campaign should have a large and growing supply of MQLs as these are what will eventually turn to the SQLs that drive company revenue.

Need help understanding your prospects’ behavior and making the most of your marketing spend? Lytics’ CDP can help!