MQL vs TCV
MQL (Marketing Qualified Lead) and TCV (Total Contract Value) 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: MQL refers to marketing qualified lead, while TCV refers to total contract value — they describe different things even when they show up in the same sentence.
MQL — Marketing Qualified Lead
A lead that has shown enough engagement (downloads, page visits, form fills) to be passed from marketing to sales.
TCV — Total Contract Value
The total value of a customer contract over its entire term, including one-time and recurring fees.
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.
When to use TCV
Reach for "TCV" when the conversation is specifically about total contract value. The total value of a customer contract over its entire term, including one-time and recurring fees.
FAQs
What is the difference between MQL and TCV?
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. TCV stands for Total Contract Value — The total value of a customer contract over its entire term, including one-time and recurring fees.
Are MQL and TCV the same thing?
No. They're often used in the same conversation because they're related, but they describe different concepts. MQL = Marketing Qualified Lead. TCV = Total Contract Value.
When should I use MQL vs TCV?
Use MQL when you're specifically referring to marketing qualified lead. Use TCV when the topic is total contract value.