Summary
A marketing qualified lead (MQL) shows interest through marketing. A sales qualified lead (SQL) meets the sales team’s rules for a sales conversation. One set of rules uses budget, authority, need, and timing (BANT). Teams use shared rules to decide when to pass a lead to sales.
Introduction
A lead is a person or business who may buy from you. Some are still learning; others are ready to talk with sales. MQLs show interest through marketing. SQLs meet the team’s buying rules. This guide explains when to pass a lead to sales. See our business growth and marketing guide.
What Is a Lead Who Has Shown Interest?
An MQL is a possible customer who shows interest through an action. They might download a guide, attend a webinar, or start a free trial. Each company decides which actions count.
Signs a Lead Is Interested
- Has shown interest in your product or service
- Has done something the company treats as a sign of interest in its offer
- May need more information before a sales conversation
Actions That Show Interest
- Downloading an eBook or a report called a white paper
- Attending a webinar or online event
- Completing a contact form or survey
- Liking, sharing, or commenting on your social media posts
- Signing up for a free trial or demo
What Is a Sales-Ready Lead?
An SQL is a possible customer the sales team thinks is ready to talk. The team checks four factors: budget, authority, need, and timing (BANT).
Signs a Lead Is Ready for Sales
- Shows signs they may be ready to buy
- Meets the team’s agreed buying rules, such as BANT
- Is ready for a direct sales conversation
Actions That Show a Lead Is Ready for Sales
- Requesting a quote or proposal
- Scheduling a meeting or demo with a sales representative
- Asking about price or what the product can do
- Explaining what they need
- Saying when they plan to buy
Interested Leads vs. Sales-Ready Leads
- Intent to Buy: MQLs show interest; SQLs show signs they are ready to buy.
- Engagement Level: MQLs may need more information over time. SQLs are ready for a sales conversation.
- Rules: Marketing marks MQLs by their actions. SQLs meet sales rules, such as BANT.
Why the Difference Matters
Marketing and sales need shared rules for when to pass a lead. Without them, marketing might stop sending information too soon. Sales might contact someone who is not ready.
How to Manage Interested and Sales-Ready Leads
- Agree on definitions: Sales and marketing should use the same rules for MQLs and SQLs.
- Score leads: Give points to actions that show interest and signs someone may buy.
- Nurture MQLs: Share useful information over time while possible customers are still learning. See our guide to the sales funnel.
- Contact SQLs: Talk with possible customers who meet your team’s sales rules.
Conclusion
Use shared rules and lead scores to decide when marketing should send a lead to sales. Keep sharing useful information with MQLs. Ask sales to contact SQLs who meet the team’s rules. For the role of service in buying decisions, see our customer experience guide.
Resources on Interested and Sales-Ready Leads
1. Sales Qualified Lead: SQL: SQLs: Fueling Entrepreneurial Success in the Digital Age - FasterCapital
Covers SQL criteria and lead handoffs.
2. MQL vs SQL: Key Differences & Strategies - GrowthRocks
Compares lead criteria, team roles, and content needs.
3. MQL vs SQL Guide - LeadSquared
Explains how marketing leads become sales leads.
4. MQL vs SQL: A Guide to Maximizing Revenue Growth - RollWorks
Covers lead scoring and team alignment.
5. Sales Qualified Lead (SQL) vs. Marketing Qualified Lead (MQL) - Breakcold
Compares qualification criteria and funnel stages.
6. MQL vs SQL: Understanding the Basics - Adobe
Explains MQL and SQL definitions and team alignment.
7. Distinction Between MQLs and SQLs - Automa8e
Describes lead scoring and sales handoffs.
8. Sales Qualified Lead (SQL): What’s the Difference? - HubSpot
Covers SQL criteria, scoring, and team roles.
9. MQL vs SQL: Inbound Marketing - DataBranding
Compares the two lead types in inbound marketing.
10. MQL vs SQL: What’s the Difference? - Amplitude
Explains qualification criteria and team responsibilities.
11. MQL vs SQL: The Difference and Why It Matters - Ruby Digital
Covers lead scoring and sales-marketing alignment.
12. MQL vs SQL: The Difference and Why It Matters - Instapage
Compares MQL and SQL criteria and handoffs.
13. MQL vs SQL: What’s the Difference? - Salesforce
Summarizes Salesforce guidance on lead qualification.
14. MQL vs SQL: What’s the Difference? - Chili Piper
Discusses lead scoring, nurturing, and team alignment.
15. Nurture MQLs to Create SQLs - Relequint
Explains how to nurture MQLs into SQLs.
16. MQL vs SQL: What’s the Difference? - Evenbound
Compares how teams identify and manage both lead types.
17. How to Generate Sales Qualified Leads - SalesIntel
Offers methods for generating sales-ready leads.
18. MQL vs SQL: Understanding the Difference - TechnologyAdvice
Explains differences between MQLs and SQLs.
19. Marketing Qualified Lead (MQL) - Yesware
Covers MQLs and lead nurturing.
20. The Important Difference Between MQLs and SQLs - KLA Group
Explains MQLs, SQLs, and lead nurturing.
FAQ
How Is an Interested Lead Different from a Sales-Ready Lead?
MQLs show interest through marketing, such as downloading a guide. SQLs meet the team’s buying rules and are ready for sales.
What Do the Marketing and Sales Lead Labels Mean?
MQLs respond to marketing, such as campaigns or webinars. Sales checks SQLs against its buying rules.
When Should a Lead Move from Marketing to Sales?
Send an MQL to sales when it shows buying intent and meets the team’s rules for budget, authority, need, and timing. Then sales can contact the lead.
