Маркетинговый квалифицированный лид (MQL)
MQLAlso known as: Marketing-qualified lead; qualified marketing lead; marketing accepted lead
Лид, квалифицированный маркетингом (MQL), — это лид, который соответствует согласованным маркетинговым критериям и указывает на большую степень соответствия или вовлеченности по сравнению с другими лидами, но не обязательно готов к покупке.
Technical explanation
MQL criteria combine explicit profile data and selected behaviours, often through rules or scoring. The designation should trigger a defined review, nurture or hand-off and remain distinct from a sales-qualified lead and an opportunity.
Business relevance
A shared MQL definition helps marketing and sales manage volume, measure qualification quality and focus follow-up on records more likely to progress.
Implementation example
A target-account contact who attends a relevant product webinar and requests an assessment becomes an MQL, then enters sales review under a documented service-level agreement.
Limitations and common misconceptions
MQL is an organisation-specific operational label, not a universal measure of purchase intent. Weak thresholds can inflate pipeline, bias reporting and create poor hand-offs.
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