GTM Glossary · Metrics
Marketing Qualified Lead (MQL)
A contact whose behaviour suggests enough interest to justify sales attention, but who has not yet been accepted by a seller.
[01]What It Means
MQL status is usually scored from actions such as content downloads, pricing-page visits, event attendance, or repeat sessions from a target account. It is a prioritisation signal, not a commitment.
[02]Why It Matters
MQLs are useful only when the conversion rate to accepted SQL is tracked. That single ratio tells you whether your scoring model reflects real buying behaviour or merely rewards curiosity.
[03]Where It Goes Wrong
Optimising for MQL volume, which rewards content that attracts non-buyers.Scoring on activity without account fit, so students and competitors enter the funnel.Handing MQLs to sales without context, which erodes trust in marketing-sourced pipeline.
[04]Related Terms