[GTM glossary](/glossary.txt) Sales qualified lead

Marketing

# Sales qualified lead (SQL)

In short

A sales qualified lead (SQL) is a lead that the sales team has evaluated and judged ready for a real sales conversation or opportunity. Unlike earlier stages, an SQL is confirmed by a person, usually after a discovery call or detailed review.

It is the point where a lead moves from interest to a likely deal. SQLs get the most rep attention, so the definition needs to be clear and shared.

## What qualifies a lead as an SQL

Many teams use frameworks such as BANT or MEDDIC to structure these checks.

* **Fit:** The company matches your ideal customer profile.
* **Need:** They have a problem your product solves.
* **Authority:** You are speaking with, or have access to, a decision maker.
* **Timing:** There is a reason to act within a defined period.
* **Budget:** There is funding or a path to it.

---

## SQL vs. MQL

The SAL is a middle step where sales accepts a lead to work before confirming it as an SQL.

* **MQL:** Qualified by marketing engagement and fit signals.
* **SQL:** Qualified by a sales conversation or review of buying need.

---

## Example

Say an SDR contacts an MQL who downloaded a guide. On a call, the contact confirms a pain point, a quarter-end deadline, and that their director must approve. The SDR marks the lead as an SQL and books a meeting with an AE.

---

## How to improve SQL quality

* **Write the definition down:** Both teams should know the exact criteria.
* **Track SQL to opportunity:** This conversion shows whether the definition is useful.
* **Feed back losses:** Use closed-lost reasons to adjust criteria.
* **Respond quickly:** Interest fades with delay.

---

## Common mistakes

* **Inflating SQLs:** Marking weak leads to hit quotas hides pipeline problems.
* **Skipping conversation:** An SQL should not be set by score alone.
* **Different definitions:** If marketing and sales disagree, reports conflict.

---

## Sales qualified lead FAQs

**What is a sales qualified lead (SQL)?**

A sales qualified lead is a prospect that the sales team has vetted and confirmed to have a genuine need, appropriate fit, and timing to buy. It is usually confirmed through a conversation and moves into an active sales process.

**How does a sales qualified lead (SQL) differ from an MQL?**

An MQL is qualified by marketing, based on engagement and fit. An SQL is qualified by sales, after review or a conversation shows real buying need. An MQL becomes an SQL only if sales confirms it is worth pursuing.

**What criteria make a lead an SQL?**

Common criteria are company fit, a clear problem, access to a decision maker, a reason to act soon, and available budget. Teams often use frameworks such as BANT or MEDDIC to check these consistently.

**What happens after a lead becomes an SQL?**

The lead is typically assigned to an account executive, who runs discovery or a demo and creates an opportunity in the CRM. The deal then moves through pipeline stages until it is won or lost.

Share term

---

## More related phrases

* [Product qualified lead](/glossary/product-qualified-lead.txt)
* [Tele-qualified lead](/glossary/tele-qualified-lead.txt)
* [Automated qualified lead](/glossary/automated-qualified-lead.txt)

## Similar phrases

* [Marketing qualified lead (MQL)](/glossary/marketing-qualified-lead.txt)  
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 opportunity (SQO)](/glossary/sales-qualified-opportunity.txt)  
A sales qualified opportunity (SQO) is a deal a rep has vetted and confirmed as a real, winnable sales opportunity worth forecasting and working actively.
* [Sales accepted lead (SAL)](/glossary/sales-accepted-lead.txt)  
A sales accepted lead (SAL) is a marketing-qualified lead that the sales team has reviewed and agreed to work, marking the handoff from marketing to sales.
* [Lead qualification](/glossary/lead-qualification.txt)  
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.
* [Qualified lead](/glossary/qualified-lead.txt)  
A qualified lead is a prospect that has been assessed against set criteria and judged a good fit with real potential to buy, so sales should pursue it.