What Is SQL?
A lead that sales has accepted and confirmed as a genuine opportunity.
A Sales Qualified Lead (SQL) is a prospect that has been vetted by a sales representative and confirmed as a real opportunity worth pursuing. Unlike an MQL, which is scored by automated systems, an SQL requires human judgment from someone on the sales team.
The qualification process typically involves a discovery call or meeting where the rep assesses BANT (Budget, Authority, Need, Timeline) or a similar framework. If the prospect has a real problem, the authority to buy, budget allocated, and a timeline for purchasing, they become an SQL.
For demand gen teams, SQL volume and quality are the metrics that matter most. MQLs measure marketing activity. SQLs measure marketing effectiveness. A demand gen manager who generates 1,000 MQLs but only 50 SQLs has a problem. One who generates 200 MQLs and 60 SQLs is running a tighter operation.
The MQL-to-SQL handoff is where most demand gen programs break down. Clear criteria, fast follow-up, and feedback loops between sales and marketing make the difference. If sales rejects 80% of MQLs, the scoring model needs recalibration. If sales never follows up, the SLA needs enforcement.
Frequently Asked Questions
What qualifies a lead as an SQL?
An SQL typically meets BANT criteria: confirmed Budget, decision-making Authority, a clear Need for the solution, and a purchase Timeline. The exact criteria should be documented in your marketing-sales SLA.
How quickly should sales follow up on an SQL?
Best practice is under 5 minutes for inbound SQLs. Response time directly correlates with conversion rates. Leads contacted within 5 minutes are 21x more likely to enter the pipeline than those contacted after 30 minutes.