Marketing Qualified Leads (MQL)

Date created: Feb 5, 2019  •   Last updated: Nov 2, 2020

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

Formula

ƒ Count(MQLs)

Marketing Qualified Leads

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More about this metric

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.