Definition of a sales qualified lead (SQL)
A sales qualified lead (SQL) is a potential customer who has been identified as having a high likelihood of making a purchase, based on their interactions with a company’s marketing efforts and their fit with the company’s target audience. These leads have demonstrated a clear interest in the product or service being offered and have met specific criteria set by the marketing and sales teams. SQLs are considered to be in the later stages of the sales funnel, having moved beyond the initial awareness and consideration phases. They are now ready to be engaged by the sales team, who will work to convert them into paying customers. Identifying and nurturing SQLs is a crucial aspect of the marketing and sales process, as it helps to optimize resources and increase the chances of closing deals. For more on how this approach fits into broader strategies, see What is Sales Led Growth?. To understand the important step that comes just before SQL in the lead qualification process, see What is a Sales Accepted Lead (SAL)?.
Table of contents
Open Table of contents
An example of a sales qualified lead (SQL)
Company: ABC Corp Contact: John Smith, Marketing Director Phone: (555) 123-4567 Email: john.smith@abccorp.com Company Size: 200 employees Industry: E-commerce Annual Revenue: $10 million Current Challenge: Struggling to scale marketing efforts and track ROI Growth Goal: Increase marketing ROI by 20% in the next 12 months Interest Level: Requested a demo of Growth Method’s platform and pricing information
How does a sales qualified lead (SQL) work?
A sales qualified lead (SQL) works by identifying potential customers who have shown a high level of interest and engagement in a company’s products or services and are deemed ready for direct sales follow-up. Marketers use various criteria, such as lead scoring, demographic information, and behavioral data, to determine if a lead is sales qualified. Once a lead is classified as an SQL, it is passed on to the sales team for further nurturing and conversion into a paying customer. This process helps marketers and sales teams prioritize their efforts on leads with the highest potential for conversion, ultimately increasing the efficiency and effectiveness of their sales and marketing strategies.
Expert opinions and perspectives
Here are how some of the world’s best marketing and growth professionals think about a sales qualified lead (SQL).
-
“A sales qualified lead is like a golden ticket in the world of sales and marketing. It’s a prospect who has been researched, nurtured, and deemed ready for the sales team to close the deal.” - David Meerman Scott, Marketing Strategist and Bestselling Author
-
“The key to successful sales is not just finding leads, but finding the right leads. A sales qualified lead is a prospect who has been thoroughly vetted and is ready to make a purchase decision. This is the type of lead that sales teams dream of.” - Seth Godin, Marketing Guru and Bestselling Author
-
“Sales qualified leads are the lifeblood of any successful sales organization. They represent prospects who have been carefully nurtured through the marketing funnel and are now ready to engage with the sales team to make a purchase.” - Brian Halligan, Co-founder and CEO of HubSpot
Questions to ask yourself
As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to a sales qualified lead (SQL):
-
Does the lead match our ideal customer profile in terms of industry, company size, and job role?
-
Has the lead demonstrated a clear need for our product or service through their engagement with our content and interactions with our team?
-
Does the lead have the authority and budget to make a purchasing decision for our product or service?
-
Is the lead’s company currently in a position to implement our solution, considering factors such as their existing technology stack and internal processes?
-
What is the estimated timeline for the lead to make a purchasing decision, and how does this align with our sales goals and priorities?
Additional reading
Here are some related articles and further reading around a sales qualified lead (SQL) that you may find helpful.
See how this topic is trending on Google Trends here: https://trends.google.com/trends/explore?date=all&q=sales%20qualified%20lead
More questions? Connect with me on LinkedIn or Twitter, or book a Growth Call.