Simple definitions for overcomplicated terms.
Definition
Marketing Qualified Lead (MQL): Definition & Meaning
Dec 18, 2025
What is a Marketing Qualified Lead (MQL)?
A Marketing Qualified Lead (MQL) is a prospect who has indicated an interest in what a brand has to offer based on marketing efforts and is more likely to become a customer than other leads. Essentially, they have raised their hand—by downloading content, signing up for a newsletter, or attending a webinar—but they aren’t quite ready to buy yet.
In the traditional sales funnel, the MQL is the stage right before the handoff to the sales team. It’s Marketing’s way of saying, "Hey Sales, this person actually likes us. You should probably talk to them."
In Plain English: The Window Shopper Metaphor
Think of your website as a high-end clothing store.
A Lead is someone walking by on the sidewalk. They might glance at the window display, but they keep walking.
An MQL is someone who walks into the store and starts browsing the racks. They might pick up a shirt or check a price tag. They are interested, but they haven’t asked for help yet.
An SQL (Sales Qualified Lead) is someone who walks up to the counter and asks, "Do you have this in a medium?" They are ready for a conversation.
MQL vs. SQL: What’s the Difference?
The friction between Marketing and Sales often comes down to this distinction. Marketing teams tend to celebrate MQL volume, while Sales teams care about SQL quality. Here is the breakdown:
Feature | Marketing Qualified Lead (MQL) | Sales Qualified Lead (SQL) |
|---|---|---|
Behavior | Browsing, learning, researching | Asking specific questions, requesting demos |
Goal | Education and information | Evaluation and purchase |
Owner | Marketing Team | Sales Team / Account Executives |
Readiness | Curious but passive | Ready to engage |
How Do You Identify an MQL?
Traditionally, companies use a lead scoring model to identify MQLs. This assigns points to actions. For example:
Visited the pricing page: +10 points
Downloaded an ebook: +5 points
Job title is "CEO": +20 points
Once a lead hits a certain threshold score, they are flagged as an MQL.
However, modern outbound strategies are moving away from simple point-scoring. Why? Because downloading an ebook doesn’t always mean someone wants to buy software. Today, the most effective teams use AI and intent signals—like hiring trends, funding rounds, or tech stack changes—to qualify leads with far more precision than manual scoring ever could.