What is a Sales Qualified Lead (SQL)?
A Sales Qualified Lead (SQL) is a prospect that has been evaluated and confirmed by the sales team as having genuine potential to become a customer. SQLs have moved beyond initial marketing interest and meet specific qualification criteria, typically budget, authority, need, and timeline (BANT), that warrant dedicated sales attention.
SQL vs. MQL
- MQL (Marketing Qualified Lead): Shows interest through engagement (downloads, visits, webinar attendance) but hasn't been verified by sales.
- SQL: Has been directly qualified through conversation. Sales confirms fit, need, and buying potential.
The key difference is human validation. An MQL is a score; an SQL is a confirmed opportunity.
SQL Qualification Frameworks
BANT (Budget, Authority, Need, Timeline):
- Do they have budget allocated?
- Is the contact a decision-maker?
- Do they have a genuine need you can solve?
- Is there a defined timeline for purchase?
MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion):
- What metrics will they use to measure success?
- Who controls the budget?
- What criteria will drive their decision?
- What does their buying process look like?
- What pain are they trying to solve?
- Who inside the organization will advocate for you?
SQL Metrics
- MQL-to-SQL conversion rate: Typically 15-25% for B2B companies.
- SQL-to-opportunity rate: 40-60% of SQLs should advance.
- SQL-to-close rate: 15-25% is healthy for most B2B sales.
- Time-to-qualify: Average days from first contact to SQL designation.
How FlowStrata Generates SQLs
FlowStrata's entire service is built around generating SQLs at scale. We don't pass along raw leads or unqualified contacts, we deliver booked meetings with prospects who have been identified through intent data, qualified against strict ICP criteria, and engaged through multi-channel outreach. The result: meetings that your AEs actually want to take.