An MQL, or marketing qualified lead, is a lead that marketing has identified as ready for a defined next step based on agreed qualification criteria. That might involve a score threshold, fit requirement, selected behaviours or a combination of signals. The exact definition should be specific to the company rather than treated as a universal industry standard.

An MQL is a process decision, not proof that a buyer is ready

Reaching MQL status means the lead has met the criteria the organisation chose. It does not guarantee that sales will accept the lead, that the buyer has budget, or that an opportunity will be created. Those downstream outcomes are what tell you whether the MQL definition is working.

What can define an MQL

A useful MQL rule might combine fit with behaviour: for example, a suitable company or role plus a minimum level of engagement or a selected high-value action. Keeping fit and engagement visible separately can help explain why the lead qualified and make the rule easier to tune.

MQL vs SQL

An MQL has met marketing’s qualification standard. An SQL reflects sales acceptance or further sales-side qualification. If many MQLs are rejected before becoming SQLs or opportunities, the problem may be the MQL criteria, the handoff process or the data being used to qualify them.

Measure the downstream conversion, not just MQL volume

MQL count by itself can reward teams for producing more handoffs without improving pipeline. A stronger review looks at acceptance, opportunity creation and revenue by qualification source or score band, then uses those outcomes to adjust the definition.

See the Salesforce lead scoring guide for qualification and handoff design, and Lead Qualification and SQL for the surrounding stages.