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Glossary

MQL vs SQL — definitions, handoff, and the math that prevents misalignment

MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead) are the two most-debated definitions in B2B. The argument is usually about who owns the handoff. The fix is operational, not philosophical.

MQL and SQL are sequential lifecycle stages — Marketing hands MQLs to Sales, Sales accepts (or rejects) them as SQLs. The friction comes from misaligned definitions: marketing's MQL bar is too low (sales complains about junk), or too high (marketing complains sales rejects everything). The fix is mathematical: define MQL by characteristics that correlate with closed-won pipeline, measure the MQL → SQL → closed-won conversion rate quarterly, tune the bar.

On this page

• What MQL actually means
• What SQL actually means
• The handoff workflow in HubSpot
• How to set the threshold mathematically
• Common mistakes

Related services

Lead Scoring SystemLifecycle StagesAttribution DashboardHubSpot Health Audit

Related industries

SaaSFintechB2B Agencies

Related glossary

Lifecycle StagesLead ScoringMarketing AttributionRevOps (Revenue Operations)

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FAQ

• Should we have an MQL stage at all?
  Not necessarily. Some teams (especially PLG) skip MQL and go directly Lead → PQL → Customer. The right answer is whatever lets sales work the right leads in the right order.
• What's a PQL?
  Product Qualified Lead — a contact who has taken meaningful actions inside your product. PQLs typically convert at much higher rates than MQLs.
• Who owns the MQL definition — marketing or sales?
  Co-owned. Marketing proposes, sales must agree. Both should look at conversion math quarterly.