A qualified lead is a lead who has been evaluated and meets specific criteria that indicate they are more likely to become a customer. This evaluation is based on factors such as need, budget, buying authority, intent, and fit with the company’s ideal customer profile (ICP).

Qualified leads are typically divided into stages:

• Marketing qualified lead (MQL): A lead who has shown interest through marketing interactions (e.g., downloading content, attending a webinar) and meets basic fit criteria.
• Sales qualified lead (SQL): A lead who has been vetted further, usually by a salesperson, and is considered ready for direct sales engagement (e.g., has budget, authority, and timeline).