What is a qualified lead?
A qualified lead is someone who’s shown real interest in what you offer and fits the kind of customer you want. In plain terms: they’ve done something that signals they might actually buy—like filling in a form, downloading content, or adding something to their cart. That little extra step from “just browsing” makes them worth paying attention to.
Why does a qualified lead matter?
Chasing every contact wastes time. A qualified lead, on the other hand, is someone who has both interest and potential. These leads:
- Save your team effort by focusing on people more likely to convert.
- Often become happy, long-term customers who get value from what you do.
- Help you set realistic goals—by knowing how many qualified leads equal a sale, you can plan smarter.
What’s the difference between marketing qualified and sales qualified leads?
Two big subtypes are:
Marketing Qualified Lead (MQL)
They’ve taken a marketing action—like downloading an ebook or clicking an ad. They’re warm, but not yet ready for a sales call.
Sales Qualified Lead (SQL)
These have met both marketing and sales criteria—budget, decision-making power, urgency—and usually come from MQLs who’ve taken a clear buying step (e.g. requested a demo).
Quick example:
- You download a pricing guide = MQL.
- Then request a live demo = SQL.
How do you decide if a lead is qualified?
Most teams use lead scoring to rank leads based on things like:
- Actions: visiting pricing pages, repeated site visits.
- Profile info: job title, industry, budget.
- Engagement intensity: webinar attendance, number of downloads.
Once a lead hits a threshold score, they show enough intent and fit to be passed to sales.
When should a qualified lead go to sales?
This handoff happens when the lead:
- Matches your ideal customer profile (ICP).
- Has interacted in ways that show real buying interest.
- Is ready for a one-on-one chat—like booking a demo or requesting a quote.
Timing matters: too early and they’ll bounce off; too late and someone else might grab their attention.
Tips for handling qualified leads
- Align your teams: Make sure marketing and sales agree on what “qualified” means.
- Define criteria early: Decide what actions and data make a lead qualified.
- Track constantly: Review lead quality – e.g., how many qualified leads turn into customers?
- Nurture wisely: MQLs may need more content and gentle follow‑up; SQLs need direct sales contact.
Bottom line
Qualified leads bridge curiosity and conversion. By spotting people who fit your ideal profile and show buying intent, you’ll focus your energy on interactions that matter. From marketing actions to sales-readiness, understanding this progression is key to growing your customer base smartly.