Sales Qualified Lead (SQL)
A lead that has been vetted by sales and determined to be ready for direct sales engagement.
A Sales Qualified Lead (SQL) is a prospective customer who has been researched and vetted by marketing and sales teams and is deemed ready for direct sales follow-up.
**SQL vs MQL:**
• **MQL**: Meets marketing criteria, passed to sales for evaluation • **SQL**: Sales has confirmed interest and qualification, active pursuit
**SQL Qualification Criteria:**
Typically assessed using frameworks like BANT: • **Budget**: Do they have resources to purchase? • **Authority**: Are they a decision-maker? • **Need**: Do they have a problem you solve? • **Timeline**: When are they looking to buy?
**SQL Conversion Process:**
1. MQL is passed to SDR 2. SDR conducts discovery call 3. If qualified, lead becomes SQL 4. SQL is passed to Account Executive 5. AE works opportunity through sales stages
**SQL Metrics:**
• MQL to SQL conversion rate (benchmark: 20-30%) • SQL to Opportunity rate • SQL to Closed Won rate • Time from SQL to close • SQL value (predicted deal size)
**Improving SQL Quality:**
• Align marketing and sales on qualification criteria • Implement lead scoring • Use intent data to identify ready buyers • Create content for late-stage evaluation
Related Terms
Marketing Qualified Lead (MQL)
A lead that has been deemed more likely to become a customer based on marketing engagement criteria.
BANT
A lead qualification framework assessing Budget, Authority, Need, and Timeline.
Sales Development Representative (SDR)
A sales team member focused on qualifying leads and setting meetings for account executives.
Lead Scoring
A methodology for ranking leads based on their perceived value and likelihood to convert.