SQL (Sales Qualified Lead)

A Sales Qualified Lead (SQL) is a lead that has been vetted by the sales team (usually an SDR or BDR) and confirmed as a real sales opportunity worth pursuing. It represents the point where sales has spoken with the lead, validated their interest, fit, and buying potential, and agreed to move them forward in the pipeline as an opportunity.

MQL vs. SQL

• MQL (Marketing Qualified Lead): Identified by marketing as a good fit and sufficiently engaged (based on lead scoring) to be passed to sales for follow-up.
• SQL (Sales Qualified Lead): Confirmed by sales through direct contact that the lead has real interest, appropriate fit, and potential to buy.

The MQL → SQL stage is where lead quality is tested. A high conversion rate suggests marketing is generating quality leads; a low rate suggests misalignment between marketing and sales on what “qualified” means.

How a Lead Becomes a SQL

1. The lead reaches MQL status via lead scoring.
2. The lead is routed to an SDR/BDR.
3. The SDR contacts the lead within the SLA window.
4. The SDR qualifies the lead (commonly checking budget, need, timing, and authority).
5. If qualified, the lead is promoted to SQL and an opportunity is created.
6. If not qualified, the lead is recycled back to marketing with documented disqualification reasons.

What Good Looks Like (MQL → SQL Conversion)

• 30–40%: Healthy; marketing is generating reasonable quality.
• >50%: Either marketing is extremely well-calibrated or the MQL bar is set too high.
• <20%: Indicates misalignment; marketing may be prioritizing volume over quality.

RevOps’ Role

Revenue Operations (RevOps):

• Defines SQL criteria and ensures both marketing and sales agree on them.
• Monitors MQL-to-SQL conversion rates and investigates issues.
• Mediates between marketing and sales when there are disputes about lead quality.
• Designs and enforces the handoff process and SLAs, ensuring it is documented, tracked, and followed in the CRM.