MQL: Marketing Qualified Lead
A lead that marketing has determined is more likely to become a customer based on engagement criteria, fit criteria, or both.
Formula
Why it matters
MQL volume is the primary output metric for top-of-funnel marketing. But MQL quality — measured by MQL-to-SQL and MQL-to-closed conversion rates — determines whether marketing is driving real pipeline or just inflating a number.
How to improve MQL
Tighten ICP fit criteria in lead scoring, align MQL definition with sales on what a "ready" lead looks like, and track MQL-to-closed conversion by channel to identify which sources produce highest-quality leads.
MQL:SQL conversion rate of 30–60% is healthy. Below 20% suggests MQL definition is too loose.
Prooflytics tracks MQL automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Book a demoFrequently asked questions
What is the difference between MQL and SQL?
MQL (Marketing Qualified Lead) is a lead that marketing has scored as ready for sales outreach. SQL (Sales Qualified Lead) is a lead that a sales rep has reviewed and confirmed as worth pursuing. MQL is the handoff point from marketing to sales.
What makes a good MQL definition?
A good MQL definition combines fit (company size, industry, role matches your ICP) and intent (recent high-value engagement: demo request, pricing page visit, free trial signup). Avoid MQL definitions based solely on email opens or single page views — they produce low-quality pipeline.