What is a good lead?

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Before I even begin qualifying my leads, I need to ask myself, "Who is the right customer for me?" Therefore, it's helpful to define my buyer persona beforehand and, based on the criteria, know which qualifications I need to look for. The entire team, including marketing and sales, and everyone involved in customer acquisition, needs to know what makes a good lead for my company so that they can be converted into a customer.

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Marketing qualified lead or sales qualified lead?


We differentiate between a marketing-qualified lead (MQL) and a sales-qualified lead (SQL). Depending on which phase of the customer journey the lead is in, they are supported by marketing in the awareness and consideration phases or later in the decision phase by sales. If the lead has already shown interest in the communication tools presented, for example, read a blog article or downloaded a white paper, they are classified as an MQL. Another criterion for an MQL is their match with the previously defined characteristics of the buyer persona, for example age, job title or area of ​​responsibility, etc. ... Once the lead is identified as an MQL, they are nurtured with specially produced content to move them further down the sales funnel. If marketing assesses the lead as ready to buy, they are passed on to sales. In this handover phase, the lead is referred to as a SAL - sales-accepted lead. Sales now checks whether the lead actually has genuine interest in buying and whether a solution can be offered to their specific problem. If this is the case, it is a real SQL and the lead will be led to the purchase.