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What are MQL and SQL, and where is the line drawn?
An MQL is a lead that marketing considers ready for sales. An SQL is one that sales has accepted. Between them lies the most common source of friction between the two departments.
No system setting determines this. Marketing and sales must agree on what is required, write it down, and revise it when it does not work.
Without the ability to send a lead back with a reason, marketing will never learn what is good enough. The reason for rejection is your most important feedback loop.
How many MQLs are accepted? How many of those accepted result in sales? The first figure measures the accuracy of the marketing, while the second measures the qualification process.
A lead that remains untouched for two weeks has not been qualified by anyone. Set a deadline for sales to make a decision, and follow up on it.
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