Marketing Qualified Lead (MQL)

A Marketing Qualified Lead is a potential customer who has shown a high level of interest in a company’s product or service through marketing interactions and meets specific criteria set by the marketing team. MQLs are considered more likely to become paying customers compared to other leads and are typically passed to the sales team for further engagement. While MQLs are primarily a focus for marketing and sales, they’re relevant in Customer Success because they influence the quality and expectations of future customers. Strong alignment between Marketing, Sales, and Customer Success ensures that the leads being converted are a good fit for long-term success, helping reduce churn and improve lifetime value.