What is a Marketing qualified lead (MQL)?

The MQL label exists to solve an argument. Marketing generates contacts, sales complains they are not ready, and without an agreed definition both sides measure success differently. An MQL definition sets the bar in writing: which actions count, which firmographic details matter, and what score or combination of signals triggers the handover. Typical qualifying behaviour includes requesting pricing, booking a demo, downloading something substantive, or repeatedly visiting high-intent pages.

The common failure is setting the bar too low. If a newsletter signup counts as an MQL, sales quickly learns to ignore the queue, and the label stops carrying information. Good definitions combine intent signals with fit signals, so someone who downloaded a guide but works at a company you cannot serve does not qualify. The definition should also be revisited regularly, because what predicted a good conversation last year may not this year.

For a small business, the distinction is simpler than the enterprise version but no less useful. A Clerkzo chat widget captures enquiries with the qualifying fields you choose, company size, service needed, budget band, timeline, so the enquiries arriving in your leads inbox already carry the information that separates a browser from a buyer.