Sales qualified leads (SQL)

Lead qualification is crucial in your sales process so that you can know how many potential customers your marketing efforts are providing.


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What is a sales qualified lead?

A sales Qualified Lead (SQL) is a prospective customer that has been confirmed as having a good lead scoring by your marketing department or marketing team and then by your sales team. By being qualified as a good prospect by your sales rep, it is typically ready for the next stage in the sales process or sales funnel.

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How do you calculate your sales qualified leads?

You can use a CRM or lead generation tool with automation for your sales pipeline, then have your salesperson qualify them as sales-ready in the tool.

What is a good number of sales qualified leads?

As many as you can follow-up and process with through the sales funnel. Since sales qualified leads are basically your ideal customer profile, you want as many as you can handle, but if you have too much, you might lose good sales, or have too large qualification criteria so make sure you keep it reasonable for your sales team.

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What is a bad number of sales qualified leads?

If your sales department doesn’t have much to do, or if your digital marketing campaigns cost more than it brings in terms of SQL, it’s probably a bad number of leads.

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SQL KPI examples & templates

Your SQL can be added to multiple different types of reports. Here are some of them:

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Executive report template Executive report template

No matter your company size, this template is filled with business metrics your C-suite or executives will want to see. Show them your revenue, new customers, churn rate, buyer journey metrics, and more.

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Marketing campaigns report template Marketing campaigns report template

From content marketing to social media and PPC, this report gives you a good view of all your online marketing strategy metrics and overall online performance. Track your Linkedin leads, inbound traffic, and search engine rankings, all in the same place.

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Email marketing template Email marketing template

Check your conversion rate, total sales, sales leads, costs and more, from your email marketing campaigns. You can also track this data alongside your business metrics and industry benchmark.

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Sales qualified leads best practices

Here are some of the best practices you should keep in mind to improve your sales leads and have more high quality leads.

SQL best practices

step 2 icon Optimize your sales pitch

Lead nurturing is not always easy, you have to know the potential pain point and address them perfectly, having an ultimate guide with all the important information for your sales team can make a big difference. Train your sales department so that their pitch is always on point, including everything from pricing, to how to get their contact information, and of course, the best arguments to bring them to a sale.

step 1 icon Have a clear buyer persona

It can sometimes be hard to know which actions make a lead a marketing qualified lead, then a sales qualified lead. By making sure you target the right buyer persona, you can clearly identify the qualifying factors and have marketing strategies and landing pages catered to the right persona. Think about demographics, job title, interests, and more.

step 3 icon Use a lead management software

To make sure the leads go smoothly from MQL to SQL, you can use lead management tools like hubspot that contain different functionalities such as a centralized database, score leads, communication history, segments and more.

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Sales qualified leads Synonyms

Although SQL is widely used, there are multiple synonyms that can be used for SQLs and other types of leads. Here are a few :

Potential customers, high-quality leads, target audience, sales qualified leads. MQL, Marketing qualified leads.

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