Sales-Qualified Lead (SQL)
A sales-qualified lead is a lead that sales has reviewed and accepted as worth pursuing. It usually comes from a marketing-qualified lead after a qualifying conversation, and it is the point where many teams open an opportunity in the CRM.
SQL: a lead that sales has qualified against its own criteria and accepted as a potential deal.
How a lead becomes an SQL
An SDR or account executive checks the lead against the team's qualification criteria, often BANT or MEDDIC, plus fit with the ideal customer profile. The check usually happens on a first call or discovery call. If the lead passes, it becomes an SQL; if not, it goes back to marketing for nurture or is closed.
Metrics built on SQLs
- MQL-to-SQL rate: how many marketing-qualified leads sales accepts. A low rate means the two teams disagree on what a good lead is.
- SQL-to-opportunity or SQL-to-win rate: how many accepted leads become deals, which tests whether sales' own criteria predict buying.
- Time to SQL: how long qualification takes after the first touch. Much of it is waiting for a reply and a meeting; see speed to lead.
Qualifying in the first conversation
The slowest part of reaching SQL is often the gap between the request and the qualifying call. When an AI demo agent asks the qualifying questions during a demo the prospect started themselves, sales receives the answers with the lead and can decide on SQL status without scheduling a separate call first.
FAQ
What is a sales-qualified lead? A lead that sales has accepted as a real potential buyer after qualifying it, usually against BANT or MEDDIC criteria and ideal customer profile fit.
What is the difference between an SQL and an opportunity? Many teams open an opportunity when a lead becomes an SQL, so the two are close. Others require a further step, such as a completed discovery call or an agreed next meeting, before creating the opportunity.