Marketing Qualified Lead (MQL)

Definition

A lead that has been identified by the marketing team as more likely to become a customer based on their engagement with marketing content, such as downloading a guide, attending a webinar, or visiting a pricing page.

Why It Matters

MQLs help sales teams prioritise their time by focusing on leads that have already shown interest. However, the definition of an MQL varies widely between companies — alignment between marketing and sales on what counts is critical.

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