Jan 6, 2026
Marketing Qualified Lead
MQL
A lead that marketing has deemed ready for sales follow-up based on engagement criteria like content downloads, email opens, or website behavior.
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Formula:
Lead meeting marketing criteria
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Benchmarks
MQL-to-SQL conversion: 13-25%. MQL-to-customer: 1-5%. Rates vary by lead source and qualification criteria.
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Why It Matters
MQL definitions vary by company—agree on criteria with sales before measuring. Strict MQL = fewer but better leads. Loose definitions inflate counts but frustrate sales. If sales complains about lead quality, tighten MQL criteria.
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