mql-definition
MQL Definition Framework
An MQL (Marketing Qualified Lead) is a lead that marketing has determined is worth sales reviewing based on objective criteria. The MQL definition is the contract between marketing and sales. Marketing says "this lead meets our bar." Sales says "I'll follow up within the SLA." Without a shared, objective definition, marketing passes junk, sales ignores good leads, and both blame each other for pipeline misses.
The principle: an MQL definition must be objective, measurable, and derived from data. "Marketing thinks they're ready" is not a definition. "ICP fit score ≥ 20 AND behavior score ≥ 30, OR submitted a demo request with fit score ≥ 20" is a definition.
What Makes a Good MQL Definition
The 4 requirements
| Requirement | What it means | Test |
|---|---|---|
| Objective | Based on measurable criteria, not subjective judgment | Can a machine apply the definition with no human input? |
| Data-derived | Built from analysis of closed-won deals, not from sales team opinions | Can you show the data that supports each criterion? |
| Agreed-upon | Marketing AND sales signed off on the same definition | Do both teams reference the same document? |
| Calibrated | Regularly adjusted based on MQL acceptance rate and conversion data | When was the last time you reviewed and adjusted the criteria? |
If any requirement fails, the MQL definition is broken. An objective definition that sales didn't agree to gets ignored. A definition both teams agreed to but never calibrated drifts out of alignment with reality.