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.
Start free trialFrequently 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.