ACV vs MQL
ACV (Annual Contract Value) and MQL (Marketing Qualified Lead) both come up in business conversations and get confused. Here's the plain-English difference, side by side, so you can use each one with confidence.
The key difference: ACV refers to annual contract value, while MQL refers to marketing qualified lead — they describe different things even when they show up in the same sentence.
ACV — Annual Contract Value
The annualized value of a single customer's contract, excluding one-time fees. Used to size deals and segment customers.
MQL — Marketing Qualified Lead
A lead that has shown enough engagement (downloads, page visits, form fills) to be passed from marketing to sales.
When to use ACV
Reach for "ACV" when the conversation is specifically about annual contract value. The annualized value of a single customer's contract, excluding one-time fees. Used to size deals and segment customers.
When to use MQL
Reach for "MQL" when the conversation is specifically about marketing qualified lead. A lead that has shown enough engagement (downloads, page visits, form fills) to be passed from marketing to sales.
FAQs
What is the difference between ACV and MQL?
ACV stands for Annual Contract Value — The annualized value of a single customer's contract, excluding one-time fees. Used to size deals and segment customers. MQL stands for Marketing Qualified Lead — A lead that has shown enough engagement (downloads, page visits, form fills) to be passed from marketing to sales.
Are ACV and MQL the same thing?
No. They're often used in the same conversation because they're related, but they describe different concepts. ACV = Annual Contract Value. MQL = Marketing Qualified Lead.
When should I use ACV vs MQL?
Use ACV when you're specifically referring to annual contract value. Use MQL when the topic is marketing qualified lead.
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