What is a sales qualified lead?

A sales qualified lead (SQL) is a prospect that the sales team has vetted and judged ready for active selling, having shown enough fit and buying intent to justify a rep's direct engagement.

What is the difference between an MQL and an SQL?

A marketing qualified lead (MQL) has shown engagement signals that suggest interest and is owned by marketing, while a sales qualified lead (SQL) has been vetted by sales as a real opportunity ready for active selling.

Who defines what counts as an SQL?

Each company defines its own SQL criteria, usually agreed between sales and marketing. A clear, shared definition reduces friction at the lead handoff and keeps pipeline metrics meaningful.

Sales process

Sales qualified lead (SQL)

A sales qualified lead (SQL) is a prospect who has been vetted by sales and judged ready for direct selling engagement, having shown enough fit and intent to justify a rep's time.

In short

A sales qualified lead (SQL) is a prospect who has been vetted by sales and judged ready for direct selling engagement, having shown enough fit and intent to justify a rep's time.

What an SQL is

A sales qualified lead is a prospect that the sales team, not just marketing, has reviewed and deemed worth active pursuit. The lead has met the team's qualification criteria for fit and intent, and a rep has accepted it as a real opportunity to work.

The SQL stage marks the handoff from marketing-driven interest to sales-owned engagement. It is where sales qualification criteria are applied in earnest.

MQL versus SQL

Leads typically progress from marketing-qualified to sales-qualified as they show more fit and intent.

Stage	Owned by	What it means
MQL (marketing qualified lead)	Marketing	Showed engagement (downloaded, attended, visited) that signals interest
SQL (sales qualified lead)	Sales	Vetted by sales as a real opportunity ready for active selling

Stage

Owned by

MQL (marketing qualified lead): Marketing
SQL (sales qualified lead): Sales

Stage

What it means

MQL (marketing qualified lead): Showed engagement (downloaded, attended, visited) that signals interest
SQL (sales qualified lead): Vetted by sales as a real opportunity ready for active selling

How leads become SQLs

A lead usually starts as a marketing qualified lead (MQL) based on engagement signals, then becomes an SQL once a rep confirms genuine fit, often against the ideal customer profile, and intent through outreach or a discovery call. The exact definition is set by each company, and a tight, agreed definition between sales and marketing prevents friction at the handoff.

Frequently asked

What is a sales qualified lead?: A sales qualified lead (SQL) is a prospect that the sales team has vetted and judged ready for active selling, having shown enough fit and buying intent to justify a rep's direct engagement.
What is the difference between an MQL and an SQL?: A marketing qualified lead (MQL) has shown engagement signals that suggest interest and is owned by marketing, while a sales qualified lead (SQL) has been vetted by sales as a real opportunity ready for active selling.
Who defines what counts as an SQL?: Each company defines its own SQL criteria, usually agreed between sales and marketing. A clear, shared definition reduces friction at the lead handoff and keeps pipeline metrics meaningful.