Lead generation
Marketing qualified lead (MQL)
A lead that meets the marketing team's bar for fit and interest, and is ready to be passed to sales.
What it is
Each company sets its own definition, for example the right industry and role plus a meaningful action such as a demo request.
Why it matters
For lead generationMQLs are the usual hand-off point between marketing and sales, and a better target for ad optimization than raw leads.
In practice
Count MQLs per source and campaign, and track the rate at which they become sales qualified.
A common mistake
Loosening the definition to hit a target. An MQL that sales ignores is a cost, not a result.