Marketing Qualified Leads (MQL)
Date created: Feb 5, 2019 • Last updated: Mar 14, 2022
What is Marketing Qualified Leads?
A Marketing Qualified Lead (MQL) is a universal metric used by marketing teams to measure the quality of leads they generate and pass to sales. Most marketing teams have targets associated with MQLs that include number of MQLs and acceptance rate, for example, leads that go on to become Sales Accepted Leads.Alternate names: Prospect
Marketing Qualified Leads Formula
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How to visualize Marketing Qualified Leads?
When tracking your MQLs, it helps to add segmentation to your data for more context. For example, you could track your MQLs in a bar chart segmented by lead source.
Marketing Qualified Leads visualization example
Marketing Qualified Leads
Bar ChartHere's an example of how to visualize your Marketing Qualified Leads data in a bar chart to observe segmented data.
More about Marketing Qualified Leads
From an organizational point of view, this metric aligns sales and marketing and allows both teams to frame conversations around demand generation efforts.
To understand your lead funnel efficiency, as you pass a qualified prospect over to sales, combine MQLs with Sales Accepted Leads (SAL) to measure your SAL:MQL ratio over time.