Sales Qualified Leads (SQL) refer to potential customers who have been assessed and deemed ready for direct sales engagement based on their level of interest and fit with the company’s products or services. Unlike Marketing Qualified Leads (MQLs), which are leads that have shown interest and engaged with marketing materials, SQLs have typically met specific criteria that indicate they are more likely to convert into paying customers. These criteria might include factors such as budget, authority, need, and timeline, often summarized by the BANT framework (Budget, Authority, Need, Timing). In essence, SQLs are leads that have passed through the initial marketing funnel and are now in a stage where the sales team should actively pursue them to close a deal.
