Do you think you know what “qualified” lead is, exactly?

Many don't.

I talk to business owners all the time who think that matching their ICP (Ideal Customer Profile) makes a lead qualified. They'll define their qualified lead as something like:

"An HR manager at a construction company with over $10M in annual revenue struggling with payroll management"

Qualified lead, ready to go?

Qualified for what, exactly?

Just because someone can benefit from your offer or exhibits a problem you can solve doesn't make them a qualified lead.

Those externally visible data points – revenue, company size, job title – they're just the tip of the iceberg. They might make someone look like a great lead, but it's not the whole story.

But what if you knew they were actively Googling for a solution like yours? What if you knew they were comparing you to your competitors right now?

That changes things.

That's where the critical difference between MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads) comes in.

You don't want to waste your time talking to unqualified leads, but you also don't want to ignore them completely.

An MQL is someone who matches those easily observable external criteria. They need to be kept in orbit and nudged toward becoming an SQL.

Let's break it all the way down:

Prospect (or Cold Lead)

This is your starting point. It could be someone from a purchased list, a website visitor, or a LinkedIn connection. They match some basic criteria (e.g., industry, job title) but haven't yet shown clear interest.

Your Mission: Identify their potential fit and nurture them with targeted content to move them into the MQL stage.

Marketing Qualified Lead (MQL)

This person has taken a specific action that indicates interest, such as downloading a guide, attending a webinar, or engaging with multiple pieces of content. They match your ICP and have shown intent to learn more.

Your Mission: Segment them (by industry, behavior, etc.), score them based on engagement, and nurture them with personalized campaigns to move them closer to becoming SQLs.

Sales Qualified Lead (SQL)

This is the gold. They match your ICP, show clear buying signals (e.g., checking pricing, researching alternatives), and meet defined qualification criteria.

Your Mission: Fully qualify them by answering key questions:

• Do they have a budget for your solution?

• Do they have the authority to make a decision?

• Do they have a clear need for your product or service?

• Do they have a timeline for making a decision?

Opportunity

This is a SQL that has progressed to a formal sales opportunity. They're actively considering your solution and are in the final stages of the buying process.

Your Mission: Close the deal or, if they're not ready, recycle them back into nurturing campaigns.

The ultimate goal you have is to create as many opportunities as possible. Every day there should be a potential deal in the pipeline that can close at any moment.

Hope this makes sense and helps you evaluate where and how to spend your time and resources.

But if you struggle to lead your prospects to the opportunity of working together with you, remember that there's a bald guy with red glasses always happy to help :)

Have a great week!