What is MQL?

MQL is a classification that sits between a raw lead and a sales-ready opportunity. The marketing team defines criteria — often using lead scoring — that indicate when someone has shown enough interest to warrant sales attention. Common MQL triggers include downloading a whitepaper, attending a webinar, visiting the pricing page multiple times, or reaching a threshold engagement score. The MQL designation creates a handoff point between marketing and sales, with marketing responsible for generating and nurturing leads to MQL status, and sales responsible for further qualifying and converting them. The key challenge is calibration: too loose and sales wastes time on unqualified leads; too strict and viable opportunities never get contacted.