A marketing qualified lead (MQL) is a prospect who has been evaluated by the marketing team and determined to be more likely to become a customer than other leads in the database. The qualification is based on a combination of who the lead is - their job title, company size, industry, and other firmographic data - and what they've done - their engagement with marketing content, website visits, email interactions, and other behavioural signals. The MQL is the handoff point bet

Buyer behaviour evolved and new technologies emerged - it’s become clear that MQLs are no longer the best way to measure lead quality.