MARKETING QUALIFIED LEADS (MQL)

What Is A Marketing Qualified Lead?

A Marketing Qualified Lead is a lead that marekting has accepted as engaging in conversion behavior during the buyer's journey. It meets the service level agreement (SLA) between marketing and sales – a lead that meets:

• The ICP Persona requirements, and

• Has shown some level of interest in learning more about your company and offerings, and

• Has answered some basic qualifying questions, and 

• Scheduled an appointment with one of your sales executives

SQLs are ideal for augmenting your sales executive's activity, scaling new sales executives or initiatives, and maintaining sales activity at a level necessary to maintain and grow pipeline.

Marketing Qualified Lead Conversion Rates

After more than a decade of providing SQLs to clients, Green Leads has studied tens of thousands of SQLs and discovered that the conversion rate from appointments to be the following:

• 37% convert to an Active status - they are the right fit, show a propensity to purchase, and have immediate ongoing sales activity (second meeting, quote, introduction to wider team, etc.)

• 34% convert to Nurturing status - they are the right fit, show a long term/possible propensity to purchase, but have no immediate sales activity.

• 29% convert to Closed status - although they were the right fit, they or the sales executive determined there is no opportunity to pursue.