Lead generation
Sales qualified lead (SQL)
A lead that the sales team has reviewed and accepted as worth pursuing.
What it is
Sales confirms there is a real need, budget and timing, often in a call. SQLs then become opportunities in the pipeline.
Why it matters
For lead generationIt is the earliest stage that sales agrees with, so it is a strong signal of which ads bring buyers.
In practice
Record the stage in the CRM with the source of the lead, and send it back to the ad platforms as a conversion.
A common mistake
Waiting for closed deals before learning anything. SQLs arrive sooner and still separate good ads from weak ones.