The MQL-to-SQL handoff is one of the most important — and most contentious — processes in B2B revenue operations. Misalignment here is a top driver of poor funnel conversion and sales-marketing friction.
MQL Definition
A Marketing Qualified Lead is a prospect who has engaged enough with your content or product that marketing deems them worth pursuing. Typical MQL criteria:
- Job title matches your Ideal Customer Profile (ICP)
- Company size within target range
- Has requested a demo, downloaded a high-intent asset, or crossed a lead score threshold
SQL Definition
A Sales Qualified Lead is an MQL that a sales rep has reviewed and confirmed meets BANT (or MEDDIC) criteria:
- Budget: Sufficient budget exists or can be allocated
- Authority: The contact has or influences the buying decision
- Need: A genuine business problem that your product solves
- Timeline: An actionable timeframe within your selling cycle
MQL→SQL Conversion Benchmark
Industry median MQL-to-SQL conversion is 20–40%. Below 20% signals over-permissive MQL criteria (marketing qualifying too broadly). Above 50% can indicate under-permissive criteria (leaving valid leads in marketing nurture too long).
Improving the Handoff
Define MQL criteria in a joint marketing-sales SLA. Review the conversion rate monthly. When rates drop, audit rejected MQLs to recalibrate scoring — not just chase more volume.