The Difference Between MQLs and SQLs and Why It Matters

Tracking and qualifying leads becomes more nuanced and sophisticated as you scale your business. It is important to understand the difference between a Marketing-Qualified Lead (MQL) and a Sales-Qualified Lead (SQL).

Marketing-Qualified Leads fit your ideal customer profile and have come to you from marketing activities like a Google search, finding you on LinkedIn, or an ad you may have placed. MQLs look like potential customers on paper, but keep in mind they are still gathering information and researching if you are the best fit.

Sales-Qualified Leads have self-qualified and often have the authority to make decisions. Most importantly, they are ready to find a solution. Therefore, they are less likely to disappear midway through the sales process - if you keep them and their key stakeholders engaged.

Prospects are all at different phases of the decision-making journey. As you grow, it is important to parse your content and approach to serve everyone, no matter the stage. For example, leads who are interested, but not ready to make a decision need to be nurtured over time (MQLs). Prospects who are actively exploring your content require multiple touchpoints. But follow up too much, and you risk turning them off. Problem-aware prospects (SQLs) want to move fast, and they want results. If you don’t engage at their pace, they will go to your competitor.

If you want to better understand your pipeline, book a free consultation with me!