MQL

Marketing Qualified Lead. A lead that has shown enough engagement (downloads, page views, form fills) to warrant sales follow-up.

Where this term appears on Landbase

Blog

Sales and Marketing Alignment: 8 Shared Metrics That End the Blame Game

Aligned sales and marketing teams generate 208% more revenue from marketing. Here are the 8 shared metrics that replace finger-pointing with accountability

Blog

Why Leads Die in Your CRM (And How to Fix the Conversion Gap)

Only 13% of MQLs become opportunities. Most leads die because of what happens after they enter the CRM. Here is how RevOps teams close the conversion gap.

Blog

Demand Generation in 2026: What Changed and What Still Works

87% of B2B marketers say demand gen is their top priority. But 68% are increasing volume while only 32% are improving quality. Here is what actually works

Blog

Account Scoring vs Lead Scoring: Which One Your Team Actually Needs

Lead scoring scores individuals. Account scoring scores companies. Learn which one fits your sales motion and why most B2B teams need account scoring in 20

Blog

The RevOps KPI Dashboard: 12 Metrics That Actually Matter in 2026

Most RevOps teams track too many metrics. Here are the 12 KPIs that actually predict revenue health, with benchmarks for B2B SaaS in 2026.

Blog

The Data Gap Between Sales and Marketing (And What RevOps Can Do About It)

Sales and marketing use different data, different definitions, and different tools. This kills attribution, scoring, and handoffs. Here is how RevOps fixes

Frequently asked questions

What makes a lead an MQL?
Any lead that meets a documented threshold of marketing engagement. Usually a combination of fit (firmographic) and engagement (behavior). Threshold definitions vary; consistency across the team matters more than the specific cutoff.
What's the typical MQL-to-SQL conversion rate?
30 to 50 percent in healthy funnels. Below 30 percent the MQL definition is too loose; above 70 percent it's too tight (you're filtering out viable leads before sales can evaluate).
How fast should an MQL be worked?
Within 24 hours. The further from the marketing engagement event, the lower the conversion. Teams with SLAs around "sales accepts MQL" within 4 hours convert materially better.
What's the difference between MQL and PQL?
PQL (Product Qualified Lead) is from product usage. They used the product and showed buying intent. MQL is from marketing engagement. Downloads, page views, form fills. PQL is generally stronger because the buyer has experienced value.
Should AI rescore MQLs?
Yes. Predictive lead scoring as a sanity check on rules-based MQL definitions catches drift over time. If AI scoring and rules scoring disagree by more than 20 percent, one of them needs recalibration.