Business Pitch Dictionary by pitch.dog
Digital marketing metrics · Core

Marketing qualified lead

Also called: MQL

ELI5

A lead meeting predefined marketing conditions for sales attention.

Used in conversation

“Compare marketing qualified lead with the same cohort and period before drawing a conclusion.”

Pitch context

You will see “Marketing qualified lead” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches digital marketing metrics.

Why it matters: In digital marketing metrics, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • Sales-qualified leadAn MQL meets marketing-defined engagement criteria; an SQL meets sales-defined qualification criteria and is ready for sales pursuit under the stated process.
Sources & evidence · 7

Direct term-level sources and supporting source families.