MQL vs SQL: What Matters Most in a B2B Funnel?

MQL vs SQL: What Matters Most in a B2B Funnel?

Hello, and welcome to the Cognisus Marketing Solutions blog. When it comes to B2B marketing, most teams struggle with lead quality, handoffs between marketing and sales, or low conversion rates. Often, the issue comes down to one simple gap: not defining the difference between Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) enough.

In this blog, we’ll walk through what separates an MQL from an SQL, how to identify each, and what matters most when building a funnel that converts leads into customers efficiently.

What’s the Difference Between an MQL and an SQL?

Before you decide which one matters more, you need a clear understanding of each.

  • MQL (Marketing Qualified Lead): This is someone who has shown interest in your business—maybe they downloaded a whitepaper, opened a series of emails, or attended a webinar. They’re engaged, but not yet ready to talk to sales.
  • SQL (Sales Qualified Lead): This is someone who’s gone past basic interest. They’ve taken steps that suggest they’re ready to consider a purchase, like requesting a demo or filling out a contact form with intent. Sales teams prioritize these leads.

In short, MQLs are leads with potential. SQLs are leads with intent.

Why Both Matter (But at Different Stages)

One isn’t more important than the other. Instead, both serve a different function in your B2B lead generation funnel.

  • MQLs fill the top of the funnel. Without them, you don’t have anyone to nurture.
  • SQLs move the funnel forward. They represent real opportunities that your sales team can pursue.

Ignoring MQLs means missing out on long-term prospects. Ignoring SQLs means missing out on short-term revenue. The key is to define the handoff point clearly, so marketing and sales teams know when to pass the baton.

How to Tell When a Lead is Ready to Move from MQL to SQL

Here are a few indicators that help clarify when an MQL becomes an SQL:

  • They’ve visited your pricing page or product comparison content.
  • They’ve responded to a sales outreach email or booked a call.
  • Their company fits your ideal customer profile, and the timing is right.

But keep in mind, this transition should be based on specific criteria. You can make use of lead scoring here, which involves assigning points for different actions until the lead reaches a predefined threshold.

Aligning MQL and SQL Definitions Across Teams

One common problem in B2B marketing is when marketing and sales teams don’t agree on what qualifies as a good lead. This disconnect creates friction, slows down the funnel, and ultimately leads to missed opportunities.

To avoid that, the first step is to get both teams involved in defining what an MQL and SQL look like in your specific context. Once agreed upon, document the criteria and the process so there’s a clear, shared reference point. This also helps when new team members come on board or when processes evolve.

Just as importantly, revisit these definitions regularly. If conversion rates are dropping or leads aren’t moving smoothly from stage to stage, it might be time to adjust the criteria. When marketing and sales stay aligned on what they’re aiming for, the entire B2B marketing strategy becomes more cohesive and effective.

At Cognisus Marketing Solutions, we help B2B businesses like yours align strategy, content, and outreach for smoother lead conversion. Contact us today to discuss how we can improve your funnel from top to bottom.

In our upcoming blog, we’ll explore how to use LinkedIn Ads to drive top-of-funnel activity and build a steady stream of qualified B2B leads.

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