Marketing said 300 leads, sales said 30
A Kochi study-abroad consultancy argued every month: marketing reported 300 leads, sales said only 30 were real.
They agreed definitions. MQL: correct age, graduate, valid phone, interested in the target countries. SQL: answered a call, has a budget and plans to go within 12 months.
Now the CRM tracks both. Cost per SQL became the main ad metric, SQLs are sent back to Meta and Google, and the arguments stopped.
Illustrative example based on a common pattern in Kerala e-commerce accounts. Numbers rounded.
What MQL and SQL mean
Lead scoring adds points for fit (location, job, budget) and interest (form type, pages viewed, replies) so the best leads are called first.
Each stage should be a CRM field or stage with a date, so you can measure conversion rates and send stages back to ad platforms.
Lead → MQL (fit + interest) → SQL (sales confirms need, budget, timing) → customer
A simple lead score to start
Example scoring
| Signal | Points |
|---|---|
| In your service area or target country | +20 |
| Budget or qualification answer fits | +25 |
| Answered the first call | +20 |
| Asked about fees, dates or visit | +15 |
| Wrong number or student outside target | −50 |
How experienced marketers use MQL vs SQL
1. Call the best leads first
Sort by score so sales time goes where it pays.
2. Judge campaigns on quality
Cost per SQL shows which ads bring buyers.
3. Train ad algorithms
Send SQL events through CAPI or offline conversion imports.
What good looks like
| Business type | Starting rule | Why |
|---|---|---|
| Lead → MQL | 50–80% | Starting rule; depends on form friction. |
| MQL → SQL | 20–40% | Depends on offer and speed of follow-up. |
| SQL → customer | 20–40% | Depends on price and sales process. |
When the number lies
- Unlogged calls
- If sales doesn’t update stages, SQL counts look low and ads get blamed.
- Changing definitions
- Changing MQL rules mid-quarter breaks trend comparisons.
Mistakes to avoid
No written definitions
Endless marketing vs sales arguments.
Optimising ads for raw leads
Platforms find cheap, low-quality leads.
Overly complex scoring
Nobody uses it. Start with 4–6 signals.
Related terms
Questions people ask about MQL vs SQL
What is the difference between MQL and SQL?
An MQL fits your target and shows interest; an SQL has been checked by sales and confirmed as a real buying opportunity.
What is lead scoring?
Giving leads points for fit and interest so sales can prioritise the best ones.
Can I send SQLs back to Meta and Google?
Yes. Use Meta’s Conversions API (conversion leads) and Google Ads offline conversion imports from your CRM.
Do small businesses need MQL and SQL?
Yes, in a simple form: a qualified lead definition and a CRM stage are enough to start.
Put it into practice
- SOP 330: Set Up a Lead Pipeline in Zoho CRM for Ads Leads →
- SOP 332: Send Zoho CRM Qualified Leads and Sales Back to Google Ads →
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