Sales-qualified lead (SQL)

A sales-qualified lead (SQL) is a prospective customer that expresses interest in purchasing your company’s product or service. SQL refers to one of the Customer lifecycle stages describing the user’s relationship with your company.

SQLs have moved through the sales pipeline and converted from a Marketing qualified lead (MQL). They have shown a buying intent, meaning they have a high potential to convert to paying customers.

Sales-qualified leads must meet pre-established criteria set forth by the sales teams to ensure they only spend time and resources on leads most likely to convert. But the exact qualifications for an SQL will vary depending on the company’s size, industry, and offerings.

Typically, an SQL will have the following:

  • The budget to purchase your offerings.
  • Buying power or authority to influence decision-makers within their organization.
  • A need for your products or services.
  • Sufficient urgency to buy from you.

Data about SQLs and other types of leads can be stored in a CRM. Their profiles can be enriched with more information, such as behavioral data from analytics.

Tracking SQLs gives you insights into how your marketing strategy is performing, what brings users in, and how often your sales team closes SQLs. Getting consistent leads can help your brand market and sell more efficiently. You can learn how to better tailor your messaging to prospective leads based on their interest.