A marketing qualified lead (MQL) is a person who shows interest. For instance, they might download an ebook. Therefore, they are more likely to become a customer than others. They have shown some level of engagement with your company. However, they are not yet ready to buy a product or service.
On the other hand, a sales qualified lead (SQL) is a person ready to buy. A salesperson has checked them. In addition, they fit the ideal customer profile. They have a clear need for your product. They also have the money to pay for it. They are in the final stages of the buying process.
The journey from MQL to SQL is very important. In fact, it is a key part of the sales process. The marketing team works to find and engage with MQLs. The sales team works to qualify those leads. This process helps to make sure that the sales team spends time on the right people. This leads to more sales and better results.
Understanding the MQL
What is an MQL?
An MQL is a potential customer. They have shown interest in your company's products. This interest is based on their actions. For example, they might visit a landing page. They could also fill out a form on your website. They might also subscribe to your newsletter. These actions show that they are interested in what you have to offer. They are more than just a random visitor. They are a lead.
Furthermore, they are not yet ready for a sales call. They need more information. They need to be nurtured. Therefore, the marketing team must provide them with more useful content. This content can be blog posts, videos, or case studies. This helps them learn more about the product.
How to Find MQLs
Finding MQLs involves many marketing activities. First, you need to attract people to your website. You can do this with blogs and social media. Second, you need to offer them something of value. For example, a free guide or a checklist. This encourages them to give you their contact information. As a result, they become a lead. Then, you can track their actions and see their level of interest. This helps you figure out if they are an MQL.
The Role of the Sales Team
Once a lead is qualified by the marketing team, they are then passed to sales. This process is called lead handoff. It is a critical step. The sales team must act quickly. If they wait too long, the lead might lose interest. The salesperson will then try to qualify the lead further. They will try to find out if the lead is a good fit.
From MQL to SQL
The Handoff Process
The handoff from marketing to sales should be smooth. Both teams must work together. The marketing team needs to give the sales team all the information they have. This includes the lead's contact information. It also includes their actions on the website. This helps the salesperson prepare for the call.
The salesperson will ask questions. These questions are about the lead's needs. They will ask about their budget and their timeline. They will also ask about who makes paraguay whatsapp number database the decisions. These questions help the salesperson to decide if the lead is an SQL. If the lead fits the profile, they become an SQL. If not, they might be sent back to the marketing team. They will be nurtured again.
The BANT Framework
A useful framework for this process is called BANT. BANT stands for Budget, Authority, Need, and Timeline. First, a salesperson asks about the lead's budget. Do they have the money to buy the product? Second, they ask about authority. Is the lead the decision maker? Third, they ask about the need. Does the lead have a real problem that your product can solve? Finally, they ask about the timeline. When do they plan to make a decision? If a lead meets these four criteria, they are likely a good SQL.
The Sales Call
The sales call is the most important part of the journey. The salesperson will have a conversation with the lead. They will listen to the lead's problems. They will also explain how the product can help. They will build a relationship and trust. They will ask a lot of open-ended questions. This helps them learn more about the lead. They will also talk about the benefits of the product. This conversation will help them to decide. Is this a good fit? Is this lead ready to buy? If the answer is yes, they have become a sales qualified lead.
Why This Process Matters
This clear process helps companies sell more. It also helps them sell more effectively. When a sales team focuses on SQLs, they save time. They are not wasting their efforts on people who are not ready. This makes the whole sales process more efficient. Also, the marketing and sales teams work better together. They have clear roles and a shared goal.
Tracking and Measuring Success
To make this work well, you need to track everything. Use a system to see a lead's journey. You can track when they download an ebook. You can also see when they open an email. This information helps you understand their interest. It helps you decide when to pass them to sales. You can measure the number of MQLs. You can also measure the number of SQLs. You can track how many MQLs become SQLs. This is called the conversion rate.
Building a Strong Relationship
It is vital that marketing and sales have a good relationship. They are both part of the same team. They should talk to each other often. They should agree on what makes a lead qualified. This shared understanding is called a Service Level Agreement (SLA). It is a formal agreement. It helps everyone stay on the same page. It ensures that the process works smoothly.
Summary: The Key Takeaways
The journey from MQL to SQL is a well-defined process. First, marketing finds and nurtures leads. Then, sales qualifies them. This process saves time and money. It also increases sales. In the end, it helps a business grow. Both teams must work together. They must have a shared understanding of what a qualified lead is. This will lead to great results.