Growing a business isn’t just about getting more leads, it’s about getting the right leads. Not all leads are equal. Some people are just starting to explore what you offer, while others are almost ready to buy. To make sense of this, growing businesses often use two categories: Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).

Understanding the difference between these two types and how a lead moves from one to the other can save you time, improve your sales process, and help you close more deals.

What is a Marketing Qualified Lead (MQL)?

A Marketing Qualified Lead is someone who has shown interest in your business but isn’t ready to buy yet. They might have:

• Downloaded a free eBook or guide
• Subscribed to your newsletter
• Followed you on social media
• Attended a webinar
• Visited your website several times

Think of an MQL as a curious shopper in a store. They’ve walked through the door, looked around, maybe even tried something on, but they’re not standing at the checkout counter yet.

MQLs are valuable because they’ve raised their hand and said, “I’m interested.” But they still need more nurturing from your marketing team. This could mean sending them useful content, showing them customer stories, or educating them about how your solution works.

What is a Sales Qualified Lead (SQL)?

A Sales Qualified Lead is a lead that has moved past curiosity and is now showing intent to buy. These are the people your sales team should focus on.

You can usually spot an SQL by actions such as:

• Requesting a product demo
• Asking for pricing or a proposal
• Booking a consultation call
• Repeatedly visiting high-intent pages on your website (like “Pricing” or “Plans”)
• Engaging with sales emails directly

Think of an SQL as the shopper who has picked up an item, asked about the price, and is walking toward the checkout. They’ve moved from “just browsing” to “ready to make a decision.”

The Key Difference Between MQLs and SQLs

The biggest difference is readiness to buy:

• MQL = Interest. They like what they see, but they’re still learning.
• SQL = Intent. They are seriously considering buying and are ready to talk to sales.

How Does a Lead Move From MQL to SQL?

A lead doesn’t magically turn into an SQL, they move through a process. Here’s how it usually works:

1. Engagement

• They interact with your marketing (content, emails, ads, events).
• Example: An MQL downloads your guide on “10 Ways to Save Time in Your Business.”

2. Signals of Deeper Interest

• They come back multiple times, click on specific offers, or engage with higher-value content.
• Example: They attend a live webinar where you explain your service in detail.

3. Qualifying Data

• You gather information about them (industry, company size, job title) and see if they fit your ideal customer profile.
• Example: Your forms and CRM data confirm they are in your target market.

4. Action That Shows Intent

• They take an action that signals buying interest.
• Example: They request a demo or ask for pricing.

At this point, the marketing team can hand the lead over to the sales team as an SQL.

What Data Supports This Transition?

Businesses use data to decide if a lead is ready to move from MQL to SQL. Some common indicators include:

• Lead Scoring: Assign points based on behaviors. (e.g., visiting your pricing page = +10 points, downloading a free resource = +5 points).
• Fit Data: Check if the lead matches your target profile. (Right industry? Right role? Right budget?).
• Engagement Level: How often and how deeply have they interacted with your content? (Multiple email opens, webinar attendance, repeat site visits).
• Direct Actions: Requests for demos, pricing, or consultations are usually the strongest signal.

Why This Matters

Categorising leads into MQLs and SQLs makes your sales process more efficient:

• Saves Time: Your sales team talks only to leads who are ready.
• Increases Conversions: Warm, qualified leads are much more likely to buy.
• Improves Customer Experience: Leads get the right information at the right time.

Instead of treating every lead the same, you guide them step by step, from curiosity, to interest, to intent.

Putting It All Together

Think of your leads as being on a journey:

• MQLs are exploring and learning. They need nurturing.
• SQLs are ready to talk and buy. They need closing.

Your job is to know where they are on this path, give them what they need, and guide them toward becoming happy, paying customers.

When you treat leads this way, with clarity and structure, you’ll stop wasting time on the wrong conversations and start growing your business.