In the SmartUp methodology, an MQL is a lead that meets specific qualification criteria making it ready for immediate sales follow-up. Leads are scored based on the person’s role (e.g., VP of Sales), company characteristics (e.g., size, number of salespeople), and interaction history (e.g., website visits or downloads). High-scoring leads are routed to salespeople with strict timing requirements – Stern enforces a “5-minute rule,” meaning sales must reach the lead within five minutes to maximize conversion chances. Lower-scoring leads are directed to Business Development Reps (BDRs) or support staff.
MQLs represent the critical handoff between marketing and sales, sitting at the bottom of the marketing funnel and the start of the sales cycle. By generating qualified leads, companies can hire “B-minus” salespeople who efficiently close deals without needing extensive prospecting skills, reducing the overall cost of sales. Stern positions MQLs as the most important growth engine, emphasizing that the quality and speed of follow-up dramatically affect revenue outcomes.
