What is a sales qualified lead (SQL)?
The sales qualified lead marks the point where marketing hands a lead to sales and sales accepts it. It is the gate between marketing engagement and real selling effort.
What makes a lead an SQL is a sales-side confirmation of fit and intent, not just interest. That acceptance is why SQLs are more predictive of revenue than earlier-stage leads.
Short answer
A sales qualified lead (SQL) is a prospect that sales has reviewed and accepted as worth active pursuit, after confirming fit, genuine need, and buying intent. Unlike a marketing qualified lead, which is based on engagement, an SQL has passed a sales judgment that it is a real opportunity in the making. SQLs convert to deals far better than MQLs.
Key takeaways
- A lead sales has accepted as worth active pursuit.
- Confirmed for fit, need, and buying intent.
- Downstream of the marketing qualified lead.
- Converts to opportunities and deals far better than an MQL.
What qualifies a lead as an SQL
An SQL has passed a sales review confirming it fits the ideal customer profile, has a real need, and shows intent to act. Some teams add a sales accepted lead (SAL) step between MQL and SQL to formalize the acceptance before full qualification.
Clear, shared SQL criteria are what keep the marketing-to-sales handoff healthy. When sales and marketing disagree on what an SQL is, the conversion rate becomes noise and the two teams blame each other.
How Ardovo handles it
Ardovo tracks the MQL to SQL handoff on shared data with agreed definitions, so both teams see which sources produce accepted leads. Rook flags MQLs that fit the SQL profile so sales works the strongest leads first.
Frequently asked questions
What is a sales qualified lead?
A prospect that sales has accepted as worth active pursuit after confirming fit, genuine need, and buying intent. Unlike a marketing qualified lead based on engagement, an SQL has passed a sales judgment that it is a real opportunity.
What is the difference between an SQL and an MQL?
An MQL is qualified by marketing on engagement signals; an SQL is accepted by sales after confirming fit and intent. The SQL is downstream and more predictive of revenue, since it reflects a sales-side judgment.
What is a sales accepted lead (SAL)?
An optional step between MQL and SQL where sales formally accepts a lead as worth reviewing before full qualification. It makes the handoff explicit and helps measure whether sales is actually working the leads marketing passes.