Marketing Qualified Opportunity (MQO)

Definition

A prospect who's moved beyond MQL status and is actively in sales conversations. Basically an MQL that hasn't ghosted you yet.

Example Usage

We passed 47 MQLs to sales last month, but only 12 became MQOs that actually requested demos.

Origin

Evolved from MQL terminology in structured B2B sales (2010s)

Fun Fact

The conversion rate from MQL to MQO averages 25%, which is why sales teams get frustrated with marketing.

Source: B2B sales and marketing terminology

Related Terms

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