Marketing Qualified Account (MQA)

Definition

In ABM, a company that matches your ideal customer profile and has shown buying intent—basically an account-level MQL before we hand it to sales to disappoint us.

Example Usage

We identified 200 MQAs this quarter, which our sales team will ignore in favor of chasing random opportunities.

Origin

Account-based marketing terminology that evolved from lead qualification models

Fun Fact

The accuracy of MQA scoring is often no better than random chance, but it gives marketing a way to feel proactive about account selection

Source: Account-Based Marketing Association (ABMA) guidelines

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