In plain English
A prospect scored as engaged enough to pass to sales. The bar is set by fit (ICP match) and behavior (content consumed, pages visited).
Why it matters now
MQL volume without quality is the #1 source of sales-marketing friction. In enterprise IT, 20 great MQLs beat 200 mediocre ones.
How it shows up in practice
- 01
Define MQL criteria jointly with sales; revisit quarterly.
- 02
Use lead scoring — explicit (title, company size) + implicit (behavior).
- 03
Measure MQL → SQL conversion, not just MQL count.
From vocabulary to strategy
Need MQL to actually move pipeline in a new market?
We advise technology companies on applying these ideas to cross-border go-to-market — especially between China and Europe.
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