And how, once a lead fulfills the BANT (Budget, Authority, Need and Timing) checklist and has seen a demo or talked to a sales rep, they become an SQL and enter the sales funnel. But these definitions don’t help solve a key problem in B2B organizations: the tension between marketing and sales around what constitutes a “good” lead. In company after company, there is a push-pull between marketing wanting to pass as many leads as possible to sales, and sales wanting “better” leads from marketing.
At the heart of this matter is the topic: What’s the best way to define an MQL vs. an SQL? If you don’t get this right, it leads to these problems: MQLs being handed off to sales when they aren’t really qualified egypt consumer email address Broken down relationship between marketing and sales So instead of just defining what could be used as MQL or SQL criteria, in this article, we’ll discuss what we think most companies should do to better define an MQL—so that it’s more closely aligned with sales’ definition of a qualified lead (SQL) and marketing and sales can start working better with each other.
Note: Want access to more qualifying information about leads earlier on in the sales and marketing process? Sign up and try Leadfeeder free for 14 days to see company details, behavioral buying intent signals, and more. The Multitudes Contained Within “MQL” The criteria used to define sales qualified leads (SQLs) are usually a very specific set of filters that deem a company worthy of account executives and the sales team pursuing.