MQL vs SQL
Both a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL) are qualified leads. However, the type of qualification varies, especially since they are usually developed by different departments and with different goals. That is why it is so important to have a definition for each of the leads.
To learn more about the difference between the two types of leads, see our article dedicated to this topic .
Parameters to consider in the definition
Lead behavior
One of the most important factors in differentiating the two types of lead is the person's behavior , namely how the person interacts with digital media or how they come into contact with the company.
As a rule, a person who has interacted with digital media and shown some interest in its content (filled out a form, participated in a survey, etc.), providing a little information (email or name, for example), is considered an MQL.
What the company needs to define is which email data behavior(s) fit into the definition of each lead.
Lead Demographics
It is also important to define demographic parameters, such as regions, revenue, number of employees, etc.
In the example given above, depending on the type of information revealed, it could be an SQL. Often, when the person describes their need and budget, for example, it is already considered an SQL, despite having arisen through the same method as the MQL.
Scoring
Assigning scores to each of the criteria identified as essential for each lead allows the sales team to prioritize their follow-up contacts. It also gives the marketing department a way to evaluate their inbound efforts.
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