In plain English
An MQL that sales has accepted after verifying fit, need, timing, and budget. The handoff point where marketing measurement ends and pipeline measurement begins.
Why it matters now
SQL conversion rate is the cleanest signal of marketing quality. It's also where most cross-border GTM programs break — local sales reject foreign MQLs.
How it shows up in practice
- 01
Define acceptance criteria, not just rejection reasons.
- 02
Service-level agreement: sales acts within 24 hours.
- 03
Regional calibration — a German SQL ≠ a Chinese SQL.
From vocabulary to strategy
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