MQL vs SQL: what is the difference?
MQL and SQL mark the two sides of the marketing-to-sales handoff. An MQL is marketing's judgment that a lead is ready; an SQL is sales agreeing and taking it on.
The gap between them is where alignment problems surface. If sales rejects most MQLs, either the MQL bar is too low or the definitions are not shared.
Short answer
An MQL (marketing qualified lead) has shown enough engagement, like content downloads or demo requests, for marketing to consider it ready for sales attention. An SQL (sales qualified lead) is a lead sales has accepted as worth active pursuit after confirming fit and intent. The MQL to SQL conversion measures how well marketing and sales align.
Key takeaways
- MQL: qualified by marketing on engagement signals.
- SQL: accepted by sales after confirming fit and intent.
- The handoff measures marketing-sales alignment.
- Shared definitions keep the conversion healthy.
Making the handoff work
The MQL and SQL definitions must be agreed by both teams and backed by a feedback loop: when sales rejects an MQL, the reason should flow back to marketing so the criteria improve. Without that, marketing optimizes MQL volume while sales drowns in poor-fit leads.
A healthy MQL to SQL conversion of 20 to 40 percent signals aligned definitions. Much lower means the MQL bar is too loose; much higher can mean marketing is being too conservative and limiting volume.
How Ardovo handles it
Ardovo tracks the MQL to SQL handoff by source and campaign on shared data, so both teams see which programs produce accepted leads. Rook flags sources whose leads rarely convert, ending the volume-versus-quality argument with evidence.
Frequently asked questions
What is the difference between an MQL and an SQL?
An MQL is a marketing-qualified lead based on engagement signals like content downloads. An SQL is a sales-qualified lead that sales has accepted as worth active pursuit after confirming fit and intent. The conversion between them measures alignment.
What is a good MQL to SQL conversion rate?
Commonly 20 to 40 percent. Below 20 percent usually means the MQL bar is too loose or lead quality is poor; above 50 percent can mean marketing is being too conservative and limiting the volume it passes to sales.
Who decides when a lead becomes an SQL?
Sales does, by accepting the lead after confirming fit and intent, ideally against criteria agreed with marketing. A shared definition and a rejection feedback loop keep the MQL to SQL handoff healthy and the two teams aligned.