SQL
Sales Qualified Lead
In one sentenceA lead that sales has confirmed has a real need, the authority and the budget to buy, and is ready for a sales conversation.
What it means
An SQL has been vetted by sales, often through a short call, a reply, or a qualifying form. The classic check is BANT: Budget, Authority, Need and Timeline (see Lead Scoring).
SQLs are where pipeline begins. Many teams also track a Booked SQL, an SQL with a sales meeting on the calendar.
(Not to be confused with SQL the database language. Same letters, different world.)
How to use it
- Agree with your team on the exact SQL criteria, and only count leads that meet them.
- Track how many SQLs become customers (close rate), not just how many you create.
FormulaSQL to customer rate (close rate) = new customers รท SQLs
How AI helps
AI can research an SQL before the call (company news, role, likely priorities) and prepare discovery questions, so the first conversation is sharp. See Deep Research.
Related terms
MQL Booked SQL Pipeline Lead Scoring Discovery Call
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