When you hear the acronym “SQL”, you might immediately think of structured query language. This is a popular database manipulation language used in computer science, and while SQL can refer to structured query language, it can also refer to sales qualified lead. In this context, someone who is an SQL is a person who most likely will convert to a customer.
In general, a sales qualified lead means that the person is someone who has expressed interest in making a purchase, has the right budget in place to make the purchase and is in a position of authority to commit to the purchase. SQLs are a hot commodity in the sales industry as they are often easier to convert since they have already checked all the right boxes that sales professionals look for in a lead.
Marketing Qualified Lead
There’s another type of lead that also factors into the sales process, and that’s the marketing qualified lead or MQL. An MQL is someone who has been qualified due to their interaction with marketing materials. An example of this could be when someone visits your company’s website and signs up for your monthly newsletter. In this case, the person may be classified as an MQL based on their engagement and interest.
The difference between an MQL and an SQL is that an MQL has not been thoroughly vetted. They may have an interest in making a purchase, but you don’t know whether they have the budget or authority to make the purchase. Therefore, MQLs are less valuable in terms of potential since SQLs are ready to make a purchase and have the ability to do so. An MQL may like to make a purchase, but since you don’t know if they check the other boxes, it may be a waste of time trying to move them further down your funnel.
Don't Neglect MQLs
Even though an MQL may be less valuable for sales professionals to pursue, you may want to consider devising ways to keep an MQL engaged. Measuring continued engagement may signal that the MQL can be converted into an SQL, but this can only take place after you have vetted the prospect. You won’t be able to do this if you write off MQLs entirely.
Read a similar article about sales enablement platform here at this page.
