From MQL to SQL: Bridging the Gap Between Marketing Qualified and Sales Qualified Leads
Marketing vs. Sales: A Tale of Two Teams That Need Therapy
It’s an age-old struggle—marketing swears they’re handing over golden leads, while sales insists those leads wouldn’t buy a cup of coffee, let alone a product. The missing link? A seamless transition from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs).
For modern businesses, especially in B2B, this isn’t just an operational challenge—it’s a revenue game-changer. Let’s break it down and finally get these two teams speaking the same language.
MQLs vs. SQLs: The Difference Between a Curious Clicker and a Ready-to-Sign Buyer
What’s an MQL?
An MQL is a lead that’s shown interest in your brand—maybe they’ve downloaded an eBook, attended a webinar, or subscribed to your newsletter. They’re intrigued but not quite ready to commit. Think of them as the person who keeps adding things to their cart but never checks out.
What’s an SQL?
An SQL is a lead that’s been vetted by both marketing and sales. They’ve engaged further—requested a demo, interacted with sales reps, or shown clear intent to buy. These are the people who don’t just window-shop; they’re heading to checkout with their card in hand.
The Bermuda Triangle of Lead Handoffs: Why MQLs Get Lost
The MQL-to-SQL handoff is where most businesses lose potential customers. Marketing is busy generating leads, while sales is focused on closing deals. If there’s no alignment, leads get lost, ignored, or (worse) end up buying from your competitors.
Video sourced from Umami Marketing
The Fix: How to Stop Losing Leads in the Void
1. Lead Scoring: Because Not All Clicks Are Created Equal
Assign a numerical value to each lead based on their engagement and behavior. Here’s how to make it work:
Assign points for actions like email opens, site visits, downloads, or webinar attendance.
✅ Track intent signals—did they visit the pricing page? That’s a flashing neon sign.
✅ Use automation tools (HubSpot, Marketo, Pardot) to make life easier.
2. Create a Universal Definition of “Qualified” (And Stick to It)
Both teams need to agree on what makes an MQL sales-ready. Define:
Demographics: Are they from the right industry, company size, or job title?
Behavior: Have they taken key actions that indicate buying intent?
Engagement: Have they interacted with nurture sequences, responded to emails, or booked calls?
Video sourced from WebFX
3. Automate So No Lead Falls Through the Cracks
Let AI and automation do the heavy lifting:
Notify sales when an MQL reaches a scoring threshold. Automatically assign leads to reps based on criteria like industry or company size. Trigger personalized outreach sequences when an SQL is identified.
4. No More He Said, She Said: Set an SLA Between Sales & Marketing
A Service Level Agreement (SLA) prevents the blame game. It defines:
The number of MQLs marketing commits to delivering. The response time sales commits to once an SQL is assigned. Regular review meetings to optimize lead quality.
5. Keep the Warm Leads Warm (Instead of Letting Them Ice Over)
Not every MQL is an instant SQL. Keep them engaged with:
Email Sequences: Provide educational content and case studies. Retargeting Ads: Stay top of mind without being creepy. Personalized Outreach: Mix automated and human follow-ups.
The Bottom Line: Marketing and Sales Need to Work Like a Tag Team, Not Rivals
Marketing and sales don’t have to be frenemies. With the right alignment, automation, and strategy, your leads will glide through the funnel instead of getting lost in no man’s land.
Want to refine your lead generation and sales process? Let’s talk. We help brands create high-converting pipelines that turn MQLs into revenue-generating SQLs. Let’s make it happen.
