A Sales Qualified Lead (SQL) refers to a potential customer who has progressed through initial marketing efforts and is now considered ready for engagement by the sales team. By this point, the lead demonstrates a clear intention to purchase based on specific actions. For instance, they might have actively sought out product information, requested a personalised demo, or reached out with targeted questions related to purchasing.
The SQL status is determined through a collaborative evaluation process between marketing and sales, focusing on the prospect’s engagement level, fit with the target market, and likelihood of conversion. With this in mind, SQLs are often prioritised by sales teams for direct outreach, as they are seen as having a higher chance of turning into paying customers.