Sales Qualified Lead

A Sales Qualified Lead (SQL) is a prospective customer that has been researched and vetted by a sales team and is deemed ready for the next stage in the sales process. This stage signifies a critical handoff from marketing to sales. Unlike a Marketing Qualified Lead (MQL), which is qualified based on marketing engagement, an SQL has been directly validated by a sales professional, often a Sales Development Representative (SDR), through conversation.

Once a lead is accepted as an SQL, an opportunity is typically created in the CRM, and the lead is passed to an Account Executive to begin a formal sales cycle.

The MQL to SQL Handoff

The transition from MQL to SQL is a foundational process in most B2B sales funnels. The process begins when marketing generates an MQL that meets certain engagement or demographic thresholds. This lead is then assigned to a sales development team for further qualification.

The SDR's role is to engage the MQL, confirm the initial information, and determine if there is a real, timely business need. If the lead meets the organization's predefined criteria for a sales-ready opportunity, it is promoted to an SQL. This structured handoff ensures that the sales team's time is focused on prospects with genuine potential to buy.

Common SQL Criteria

While the specific criteria vary between companies, most organizations define an SQL based on a combination of factors. The sales team validates these points during an initial discovery or qualification call. Common frameworks like BANT are often used to guide this conversation.

Key criteria usually include:

• Fit: The prospect’s company closely matches the organization's Ideal Customer Profile (ICP).
• Need: The prospect has acknowledged a business challenge or pain point that the solution can address.
• Interest: The prospect has explicitly agreed to a follow-up meeting, demo, or discovery call with an Account Executive.
• Authority: The contact person has some level of influence or is the key decision-maker for the purchase.