SQL (Sales Qualified Lead)
An SQL is a lead that sales has accepted, qualified, and committed to working — the official handoff from marketing's pipeline to sales' pipeline.
What it is
A Sales Qualified Lead has been reviewed (or auto-scored) and confirmed as a real opportunity: budget, authority, need, and timing are present (or assumed present). SQLs become 'opportunities' in the CRM and move into the sales pipeline with revenue forecasts attached.
Why it matters
SQL is the metric that bridges marketing's success metrics (MQLs, leads, traffic) with revenue. Without it, marketing reports activity and sales reports closed deals — and the gap between them becomes a finger-pointing zone. SQL volume is a leading indicator of next-quarter revenue.
MQL → SQL conversion benchmarks
Typical conversion rates: 25–40% of MQLs become SQLs. Below 20% suggests your MQL definition is too loose; above 60% suggests sales is accepting low-quality leads or the gate is too generous.
Frequently asked questions
Who controls the SQL definition?
Sales — they own it, but it's negotiated with marketing. Best practice: SLA on lead response time + MQL-to-SQL acceptance rate.
What if sales rejects most MQLs?
Tighten the MQL definition. Re-align scoring with what actually closes. Sometimes the issue is data hygiene — bad emails / wrong fits — and sometimes it's the model.
Does SQL apply to healthcare?
Yes, especially behavioral health with admissions teams that function like B2B sales. A verified admit-eligible inquiry is essentially an SQL.
