In the SmartUp methodology, an MQL is a lead that’s ready for sales to jump on right away. You score leads based on things like their job title (VP of Sales, for instance), their company profile (size, sales team headcount), and how they’ve engaged with you (visited your site, downloaded content, etc.).
When a lead scores high enough, it goes straight to your salespeople and here’s where timing gets critical. You’ve got about five minutes to reach that lead if you want to maximize your chances of converting them. Lower-scoring leads go to your Business Development Representatives (BDR) or support team instead.
Think of MQLs as the handoff point between marketing and sales. They’re at the bottom of your marketing funnel and the beginning of your sales cycle. When you’re consistently generating quality MQLs, you can hire solid B-level salespeople who’ll close deals efficiently without needing to be prospecting wizards. That brings down your cost of sales.
In this approach, MQLs are your main growth engine. The quality of your leads and how fast you respond to them will make or break your revenue numbers.
