MQL vs SQL
MQL and SQL are the two stops on the handoff between marketing and sales. The line between them is where most pipeline reviews get tense.
The key difference: An MQL has shown buying interest; an SQL has been verified by sales as a real opportunity worth working.
| Dimension | MQL | SQL |
|---|---|---|
| Owned by | Marketing | Sales |
| Stage of intent | Engaged — downloaded, attended, requested info | Qualified — fits ICP, has budget, timeline or pain |
| Typical conversion | 10–25% of MQLs become SQLs | 15–35% of SQLs become opportunities |
| Common signal | Form fill, content download, demo request | Discovery call held, fit confirmed by AE/SDR |
| Metric attached | CPL, MQL volume | Pipeline created, win rate |
When to use MQL
Use MQL when you're measuring top-of-funnel demand gen, content performance, or paid-media efficiency.
When to use SQL
Use SQL when you're forecasting pipeline, evaluating sales-team productivity, or modelling win rates.
FAQs
Who decides when an MQL becomes an SQL?
Sales does. Marketing scores and routes the lead, but the AE or SDR confirms it's real before it becomes an SQL.
What's a healthy MQL to SQL conversion rate?
B2B SaaS benchmarks usually land between 10% and 25%. Anything below 5% usually means MQL criteria are too loose.
Is an SQL the same as an opportunity?
No. An SQL is a qualified contact; an opportunity is a deal with stages, amount and close date attached. Most teams require both before forecasting.