Lead Quality Metrics

Owned by Maria Kutkina
Jan 24, 2024
2 min read

Conversion Rate

Conversion rate evaluates the success of sales and marketing efforts by providing insights into visitor behavior. Expressed as a percentage, it gauges the portion of website visitors completing specific actions e.g.:

  • Making a purchase

  • Submitting information

  • Issuing a business call

  • Creating an account

  • Downloading a digital asset

  • Engaging with the site

Marketing Qualified Lead (MQL)

An MQL, or Marketing Qualified Lead, represents a lead expressing initial interest in a product or service. While not yet ready to make a purchase, MQLs engage in activities like downloading an ebook, signing up for a newsletter, or attending a webinar. These leads reside at the top of the sales funnel, existing in the awareness or consideration stage. The marketing team nurtures MQLs with additional content and offers until they advance to the next stage of readiness.

Sales Accepted Lead (SAL)

SAL, or Sales Accepted Lead, is a lead qualified by the marketing team and passed on to the sales team for further action. Meeting specific criteria set by the sales team, such as budget, authority, need, timeline, and location, SALs represent potential opportunities that require more nurturing and follow-up. It's essential to note that while an SAL is not yet a Sales Qualified Lead (SQL) with a high probability of conversion, it is a lead deemed worthy of attention by the sales team.

Sales Qualified Lead (SQL)

SQL, or Sales Qualified Lead, signifies a lead that has demonstrated a clear intent to purchase a product or service. These leads, positioned further down the sales funnel, have met specific criteria, such as requesting a demo, filling out a contact form, or asking for a quote. SQLs are in the decision stage, and the primary goal of the sales team is to convert them into customers, ultimately driving revenue for the company.