[GTM glossary](/glossary.md) Automated qualified lead Marketing # Automated qualified lead (AQL) In short An automated qualified lead (AQL) is a lead that has been qualified by software, using rules or a scoring model on fit and behavior, without a human reviewing it. It is passed on for follow-up once it meets set thresholds. The term is used less consistently than MQL. Some teams use AQL for leads passed straight to sales by a bot or scoring rule, while others use it for leads that meet a lower bar than a marketing qualified lead. Define it clearly inside your own funnel before using it in reports. ## How an AQL is created * **Fit rules:** The lead matches your target profile on industry, size, region, or role. * **Behavior rules:** The lead took meaningful actions such as a demo request, pricing visit, or repeated return visits. * **Score threshold:** A combined score crosses a set number, and routing triggers automatically. * **Chat or form logic:** A bot or form asks qualifying questions and routes the answers to the right owner. --- ## AQL vs MQL and other lead stages An MQL is usually qualified by marketing against a score or criteria, and often reviewed. An AQL stresses that the decision is automatic. A sales accepted lead has been reviewed and accepted by sales. An AQL can sit before any of them or replace the MQL stage entirely, depending on how you define it. --- ## How to set up AQL rules * **1. Start from closed-won data:** See which traits and actions leads had before they became customers. * **2. Set a clear threshold:** Pick a score or rule set that gives sales a volume they can handle. * **3. Route fast:** Assign an owner and alert them within minutes. * **4. Review samples weekly:** Have sales mark AQLs as good or bad, and adjust rules from the feedback. --- ## Example Say a rule marks a lead as an AQL when the company matches the target size band, the contact is a manager or above, and they visited pricing twice in a week. The lead goes directly to an SDR queue with a note listing why it qualified. --- ## Common mistakes * **No sales feedback:** Rules drift away from what sales considers good if no one checks them. * **Thresholds too low:** Flooding reps with weak leads trains them to ignore the queue. * **Undefined term:** If marketing and sales mean different things by AQL, reports will conflict. --- ## Automated qualified lead FAQs **What is an automated qualified lead (AQL)?** An automated qualified lead is a lead that software has judged ready for follow-up using rules or a scoring model on fit and behavior, without a person reviewing it first. It is then routed to sales or an SDR. **What is the difference between an AQL and an MQL?** An MQL is a lead marketing considers ready for sales based on criteria and often a review. An AQL emphasizes that qualification is fully automatic. Some teams use AQL as a stage before MQL, others as a replacement. **How do you create automated qualified lead rules?** Study the traits and actions of leads that became customers, turn them into fit and behavior rules or a score, set a threshold sales can handle, route leads instantly, and adjust the rules based on weekly sales feedback. **Are automated qualified leads good quality?** Quality depends on the rules and the data. Well-tuned rules based on closed-won patterns and reviewed against sales feedback can work well. Rules that are never checked tend to pass weak leads to reps. Share term --- ## More related phrases * [Product qualified lead](/glossary/product-qualified-lead.md) * [Marketing accepted lead](/glossary/marketing-accepted-lead.md) * [AI lead scoring](/glossary/ai-lead-scoring.md) ## Similar phrases * [Marketing qualified lead (MQL)](/glossary/marketing-qualified-lead.md) A marketing qualified lead (MQL) is a lead that marketing judges ready for sales follow-up based on fit with the target profile and engagement behavior. * [Sales qualified lead (SQL)](/glossary/sales-qualified-lead.md) A sales qualified lead (SQL) is a prospect that sales has vetted and confirmed has genuine need, authority, and timing, ready for an active sales process. * [Lead qualification](/glossary/lead-qualification.md) Lead qualification is the step where you decide whether a lead fits and is ready enough for sales to pursue, so reps focus on the right prospects. * [Lead routing](/glossary/lead-routing.md) Lead routing is the rules-based process of sending each new lead to the right rep or team by territory, account owner, or company size. * [Lead scoring](/glossary/lead-scoring.md) Lead scoring is a method of ranking leads with points for fit and behavior, so sales can focus first on the people most likely to become customers.