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Demand & Lead Gen
Demand & Lead Gen
What is Sales Qualified Lead (SQL)?
A Sales Qualified Lead (SQL) is a lead that a sales rep has vetted and confirmed as ready for direct outreach or a sales conversation, having passed beyond marketing’s initial qualification criteria.
Who Is It For?
SQL status is confirmed by sales, typically an SDR, after reviewing a marketing-qualified lead against sales-specific criteria.
How Is It Used?
It’s used as the checkpoint where a lead officially moves from marketing’s domain into active sales pursuit.
- Define SQL criteria jointly between marketing and sales leadership
- Have SDRs vet MQLs before they’re fully handed to an account executive
- Track SQL-to-opportunity and SQL-to-close rates to validate criteria quality
- Feed SQL conversion data back into lead scoring and MQL definitions
Related Terms & Concepts
Frequently Asked Questions
Who decides if a lead becomes an SQL?
Typically an SDR or sales rep, who reviews the lead against sales-specific criteria before accepting it as truly ready for active pursuit.
What happens if an MQL doesn’t become an SQL?
It’s usually sent back to marketing for further nurturing rather than dropped entirely, since the lead may simply not be ready yet rather than genuinely unqualified.
