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What is a Marketing-Qualified Lead? What MQL Really Means


How about a Sales Qualified Opportunity (SQO)? Let’s define aspects of the terms MQL, SAL, and SQO in a way that allows you and your team the best chance for success. Defining an SQO from an SAL can be a simple process. If this was generated by the MQL to a SAL to the SQO funnel, then sales, marketing, operations, and executives should all see this as a win. Or did it?

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A Painless Guide to Planning a Marketing Budget

It's All About Revenue

Conversion rates between stages. o   Inquiry to MQL    10%  ( Marketing Qualified Lead ). o   MQL to SAL         20% ( Sales Accepted Lead ). o   SAL to SQO         75%  (Sales Qualified Opportunity). o   SQO to Win          25%. Number of days between stages. o   Inquiry to SQO    120 days. o   SQO to Win          90 days. To get those 20 closed deals I need to generate 80 SQOs (because my SQO to close rate is 25%). by Brian Kardon | Tweet this I was with a group of CMOs last week, all of whom were knee-deep in developing their marketing budgets for 2012.

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Everything You Need to Generate, Score, and Nurture Leads with Video


Meeting those MQL, SAL, and SQO goals each month is what keeps you up at night and what you wake up thinking about. Did you know that marketers who use video for lead generation see 19% lower cost per lead than those who don’t? For demand generation and content marketers alike, more quality leads for less cost is the consistent, ever-present struggle. We know. Get the Guide. Email address*.

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Sales Handoff and the Net Quality Score

Digital Body Language

Likewise, if certain sales reps are doing a poor job in following up with the leads they are given, this will also show up in the analytics of lead disposition when a MQL to SQO conversion ratio is calculated for each sales person. One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. What Happens After the Handoff?

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