Category: KPIs Library.


When you are considering lead generation, the quality of the lead is more important than its quantity. Sales-qualified directs your business to better chances of success.

What is a Sales Qualified Lead?

Sales-qualified leads allow you to target customers with a high likelihood of buying your product. A sales-qualified lead has a high probability of converting into a customer. An SQL has to meet specific criteria, which means they are ready to buy your product. These customers usually

  • Need your product or your service
  • Shows interest in the product or service
  • Has the necessary funds to purchase your product or service

Unlike a marketing-qualified or sales-accepted lead, a sales-qualified lead has the highest probability of purchasing your product. To determine the qualification of a sale, your marketing department and your sales team must vet it.

The vetting determines if it is ready for the next step in the sales process. An SQL must show interest in buying your company’s product or service, and it also needs to meet your company’s lead qualification criterion.


If you are working on something that you really care about, you don’t have to be pushed. The vision pulls you.

Steve Jobs

SQL Definition

For you to consider a lead as an SQL, it must have gone past the engagement stage with your marketing and sales team. According to Tech Target, it is thus ready for conversion into a sale or a full-fledged customer. An SQL must meet a particular qualification that pushes your sales team to get in touch and close a deal.


Why Is SQL Important for A SaaS Business?

For SaaS businesses, SQLs have the potential to turn into buying customers. Such leads have expressed an interest in your business products, and there is a chance of them making a purchase. The availability of finances for an immediate buy informs buying decisions. The sales team will greatly benefit from using OKR as a powerful tool to achieve better turnout and higher productivity. It serves as a convenient method to track progress and facilitate follow-ups. Sales OKRs help prioritize the leads effectively. Understanding SQLs ensures your sales team focuses on the right people to sell to at the right time. SQLs give your sales team more qualified prospects for meaningful conversations. To learn how OKRs can help in improving your SQL get started on Profit.co completely free today!

  • What generates leads?
  • How probable can you convert them?
  • How frequently does your sales department close SQLs, too?
  • Are the interactions in your sales department more impactful now?

SQLs allow your Saas business to answer these questions for use by your sales and marketing team.

Identifying SQL

How Do You Identify Sales Qualified Leads?

SQLs are better quality leads. This assumes that your sales team targets the best-fit people for your product. To identify SQLs, you have to consider various factors. These include:

  • Your industry
  • The size of your company
  • Your product’s target market

To identify SQLs, you must understand the importance of marketing qualified leads. They are much closer to the SQL, and if your marketing team develops them further, they have much potential to become SQLs.

10 Proven Ways to Procure Quality Leads

1. Communicate Effectively: Your sales and marketing team must work together to identify the perfect prospect based on specific trends and traits. Effective communication between your marketing and sales teams should be a priority in your marketing strategy planning. It helps drive the right prospects to the sales team to qualify.

2. Take your time with the process: All leads are equal. Also, only some prospects the marketing team garners are ready for sale. Some opportunities are ripe for conversion to sales right away. Others might have great potential but still, need to prepare for closure.

3. Trust the team: You must trust your marketing team to cultivate the customer for a little longer until they’re ready for the sales pitch. Trust in the team helps avoid losing a lead due to hastening the process.

4. Cultivate faith in the team: Give your marketing team leeway to sift through different prospects, turning these up to the sales team for qualifying and sale.

5. Prioritize: Understanding and segmenting your leads is crucial, ensuring you do not focus on the wrong information. Sales Productivity also improves dramatically when teams focus and choose.

6. Social Media: Make use of social media and automate the process for organic lead generation. Also, attract leads, engage them and build trustworthiness before pitching a sale.

7. SEO: Utilize Search Engine Optimization to improve your business ranking on search engines. Online landing pages also allow customers to find all information on a single page.

8. Understanding and segmenting the leads: Select and use the proper promotional channels for marketing your products and services. It is essential to understand where your potential customers are and the specific promotional tools they use, such as social media, emails, third-party web pages, or advertising.

9. Sales Funnel: Create a sales funnel to qualify all leads.

10. Integrate marketing strategies: Score your sales leads and integrate your marketing strategy/ platform with a Customer Relationship Management tool.


The difference between Sales Qualified Leads and Marketing Qualified Leads is their placement in a sales funnel.

MQLs are an early stage of the sales funnel. Although they are familiar with the product, they have yet to show a desire to buy it or even indicate any interest in doing so. On the contrary, SQLs are available for purchase. Despite not having their wallets out, they have expressed interest by visiting pages showcasing the product or asking for an appointment.

Comparing MQLs to SQLs, MQLs are less developed. Look at MQLs as the initial step on the path to SQLs. With the right lead nurturing techniques, initially, uninterested leads can develop into sizable sales contracts.


1. What is the importance of qualifying leads?

It improves the closing rate of a business while boosting your revenue.

2. What are MQL and SQL?

An MQL stands for a marketing-qualified lead, while SQL stands for sales-qualified leads.

3. What is the difference between an MQL and an SQL?

You can distinguish an MQL from an SQL primarily by the lead’s perceived propensity to purchase a product. Sales-qualified leads are leads handed over to sales as they consider buying, whereas marketing-qualified leads are curious about a product.


Conversion rates are usually tracked when the number of qualified leads is measured compared to the number of new wins. That can happen either by a campaign, by channel, or by a program.

One way to successfully do that is by estimating the sales conversion rates by analyzing progress through a discrete funnel with defined stages. For example, it can be done by looking at the marketing-qualified leads vs the marketing-captured leads. Usually, this process is called a customer lifecycle or lead. Lifecycles have the ability to estimate conversion rates by giving both sales and marketing a common frame of reference for the journey the buyer has. You can use SQL to assess a lead’s readiness for conversation. If your business isn’t already using SQL, you can use it to achieve maximum sales conversations and increase your revenue. Book a free demo with our team to learn more about how OKR software can help you achieve your sales strategy.

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