Sales Qualified Lead

A prospect who has been assessed by marketing and sales criteria and confirmed as ready for direct sales engagement, based on fit, intent, budget, and authority to make a purchasing decision.

An SQL is the handoff point between marketing and sales. Pursuing every lead as if they were sales-ready wastes time. Pursuing only those who are truly qualified dramatically increases close rates and reduces the cost per acquired customer.

A founder's sales process defines an SQL as a prospect who matches the ICP, has explicitly requested a proposal or discovery call, and has confirmed they have a budget and decision-making authority. Her close rate on SQLs is 40%, versus 5% on unqualified enquiries.