SQL (Sales Qualified Lead)

SQL - Sales Qualified Lead, a lead recognized by the sales department as suitable for work. Unlike MQL, which is qualified by marketing according to formal criteria, SQL is verified by a person in conversation: the need is confirmed, the budget is clear, the decision maker is found.

The transition from MQL to SQL is the most conflicting point between marketing and sales. Marketing considers the lead to be of high quality because he matched the portrait and downloaded the material; sales consider it empty because the person studied the topic out of curiosity. This can be resolved in one way: a written definition of SQL, signed by both parties.

The key metric here is the proportion of MQLs that become SQLs. A low share means either the criteria are too soft on the marketing side, or the filter on the sales side is too strict. Both are visible only when the criteria are fixed and do not live in the head.

The abbreviation coincides with the language of database queries, and in the texts they are distinguished by context: in the funnel, this is always a qualified lead.