Sales qualified lead: when a lead becomes a real opportunity

SQLs connect marketing to revenue. Marketing can generate thousands of contacts, but only SQLs predict pipeline. A clear definition keeps both teams honest.

Most teams base SQL criteria on a qualification framework such as BANT or MEDDIC. A common, practical version asks:

• Fit. Does the company match the ideal customer profile?
• Need. Has the person described a problem we solve?
• Timing. Is there a reason to act in the next few months?
• Access. Are we talking to someone who can decide, or who can get us to them?

If all four are yes, it's an SQL. If need is clear but timing isn't, nurture the lead.

Some people qualify themselves in a single public post. Here are sample sentences, scored 0 to 100 for buying intent the way HearBuyers scores posts:

• Sample, score 95. "I run a 15-person dental group and our IT guy is retiring next month. Need a managed IT provider who knows HIPAA." Two lines cover fit, need, timing and authority.
• Sample, score 69. "Any tips for picking an IT provider for a small office?" Need and maybe fit, but no timing. It lands just under the default threshold of 70.
• Sample, score 3. "IT providers, how do you find clients?" This is a seller asking sellers.

The first post would pass most SQL definitions before anyone picks up the phone. Speed matters most here, because a public request often gets several replies within a day.

• Accepting SQLs without a conversation. A score suggests; a short exchange confirms.
• Letting definitions drift. Write the criteria down and review them against closed deals.
• Slow follow-up. An SQL that waits a week often becomes someone else's SQL.
• Counting SQLs from internal tests. Exclude team members, partners and competitors.

• MQL vs SQL: how SQLs differ from marketing leads.
• Lead qualification: the process that produces SQLs.
• Hot lead: an SQL with urgent timing.

For a team that wants stated intent next to its account data, see HearBuyers for sales teams.