GTM Glossary · Motions & Plays
Product Qualified Account (PQA)
An account whose product usage has reached a threshold that justifies a commercial conversation.
[01]What It Means
Where an MQL reflects interest and an SQL reflects a seller’s judgement, a PQA reflects behaviour: several active users in one company domain, repeated use of a paid-tier feature, or usage growth across teams. The signal is aggregated at account level, not per user.
[02]Why It Matters
It is the handover point between self-serve and enterprise selling, and it changes the conversation entirely: the seller is consolidating usage that already exists rather than arguing for a product nobody has tried.
[03]Where It Goes Wrong
Setting the threshold on volume alone, so free-tier enthusiasts look like buyers.No routing rule, so PQAs sit unworked while cold lists get called.Approaching the users and never reaching the economic buyer.
[04]Related Terms