What is SAL?
SAL is a core concept in modern B2B revenue. Here is a clear, accurate definition, why it matters, and how Ardovo handles it.
Short answer
A SAL, or sales accepted lead, is a lead that sales has formally reviewed and agreed to accept from marketing as worth pursuing, sitting between an MQL and an SQL. The acceptance step creates accountability: marketing knows its leads were taken up, and sales commits to working them, closing the classic handoff gap.
Key takeaways
- A lead sales has formally accepted from marketing.
- Sits between an MQL and an SQL in the funnel.
- Creates accountability at the handoff.
- MQL-to-SAL rate measures handoff quality.
Why it matters
The MQL-to-SQL gap is where leads vanish, ignored by sales or disputed by marketing. The SAL step forces explicit acceptance, so leads are not dropped and both teams share accountability for the handoff.
How Ardovo handles it
Ardovo tracks the acceptance step and MQL-to-SAL conversion, so leads cannot silently fall through the handoff. Rook flags accepted leads sitting untouched past the agreed follow-up window.
Frequently asked questions
What is the difference between a SAL and an SQL?
A SAL is a lead sales has agreed to accept and work. An SQL is a lead sales has qualified as genuinely worth pursuing after engaging it. Acceptance comes first; qualification follows.
Why add a sales accepted lead stage?
It closes the accountability gap between marketing and sales. Explicit acceptance ensures handed-off leads are actually worked, gives marketing feedback on lead quality, and prevents leads from being silently ignored.