What is MQL?
MQL is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
An MQL, or marketing qualified lead, is a lead that marketing judges ready for sales attention based on fit and engagement, but that sales has not yet accepted. It typically clears a lead-score threshold. The MQL is the formal handoff point where marketing passes a promising lead to the sales team.
Key takeaways
- A marketing qualified lead ready to hand to sales.
- Usually defined by crossing a lead-score threshold.
- Marks the marketing-to-sales handoff in the funnel.
- MQL-to-SQL conversion rate measures lead quality.
Why it matters
The MQL is where marketing and sales either align or fight. A clear, shared MQL definition prevents sales from ignoring leads and marketing from claiming credit for junk.
How Ardovo handles it
Ardovo tracks MQL status and the conversion rate from MQL to accepted and qualified, so both teams see whether the handoff is producing revenue. Rook flags MQLs sitting untouched past the agreed response window.
Frequently asked questions
What makes a lead an MQL?
Meeting the criteria marketing and sales agreed on, usually a combination of good fit and enough engagement, expressed as a lead-score threshold. The exact bar should be tuned to what actually converts.
What is the difference between an MQL and an SQL?
An MQL is qualified by marketing and handed over. An SQL is a lead sales has accepted and confirmed worth pursuing. The gap between them measures how well marketing's bar predicts real opportunities.