What is a sales-qualified lead (SQL)?
A sales-qualified lead (SQL) is a lead the sales team has reviewed and accepted as worth actively pursuing toward a deal.
Why it matters for sales teams
The SQL stage marks the point where a lead becomes the sales team's responsibility. A clear definition prevents two problems: sales wasting time on leads that are not ready, and good leads falling between marketing and sales. It helps to write the SQL criteria down, for example based on a framework like BANT, and agree on them across both teams.
SQL counts and conversion rates are core inputs for pipeline generation planning and for SDR targets.
Example
A lead downloads a guide and becomes a marketing-qualified lead. An SDR calls, confirms the company fits the target profile, learns there is a real need and a timeline this quarter, and books a meeting with an AE. The lead is now marked as an SQL in the CRM.
SQL vs MQL
An MQL is a lead marketing judges likely to be a fit, usually based on engagement and profile data. An SQL has been checked by sales, often in a conversation, and confirmed as ready for a sales process. Some teams add a sales-accepted lead (SAL) stage between the two.