Marketing qualified opportunity (MQO)
In short
A marketing qualified opportunity (MQO) is a sales opportunity that originates from marketing activity. Unlike an MQL, which is a lead, an MQO is already a qualified deal in the pipeline, usually created after a sales conversation confirms interest.
The term is used by teams that want to measure marketing by pipeline rather than by lead counts. Definitions vary by company, so write down yours: some use MQO for any opportunity marketing sourced, others only for those meeting a minimum stage or amount.
How it differs from related terms
- MQL: A lead marketing judges ready for sales. No deal exists yet.
- Sales qualified opportunity: An opportunity sales has qualified, regardless of which team sourced it.
- MQO: A qualified opportunity whose source traces back to marketing.
Why track it
Lead counts can rise while pipeline stays flat. MQOs show whether marketing creates deals sales actually works. They also give both teams a shared number, so marketing is not rewarded for leads sales never wanted.
How to set it up
Define the source rule: which touch or campaign counts as marketing-sourced. Record the source on the opportunity when it is created, and lock it so it cannot be edited later. Then report MQO count, conversion from MQL, and win rate by campaign. Example: say a team gets many MQLs from one webinar but few MQOs. That points to an audience or follow-up problem, not a volume problem.
Common mistakes
- Unclear source rules: If reps can overwrite source, the numbers lose trust.
- Ignoring win rate: MQO count alone can reward easy, small deals.
- Double counting: Sales-sourced and partner-sourced deals with a marketing touch belong to influenced pipeline, not sourced.
- Different definitions per team: Align marketing, sales, and RevOps on one written definition.
Marketing qualified opportunity FAQs
What is a marketing qualified opportunity (MQO)?
A marketing qualified opportunity is a sales opportunity whose origin traces back to marketing activity. It is already a qualified deal in the pipeline, unlike an MQL, which is only a lead judged ready for sales outreach.
What is the difference between an MQL and an MQO?
An MQL is a lead that marketing considers ready for sales contact. An MQO is a qualified opportunity in the pipeline that came from marketing. The MQO is further down the path and tied to a potential deal.
How do you measure marketing qualified opportunities?
Record the source on each opportunity when it is created, then count opportunities by marketing source, track conversion from MQL to MQO, and compare win rate and deal size by campaign or channel.
Why use MQOs instead of MQLs to measure marketing?
MQOs measure pipeline rather than lead volume. They show whether marketing creates deals that sales accepts and works, which discourages chasing leads that never convert and gives marketing and sales a shared target.
