Sales-Accepted Lead (SAL)

Intermediate 📣 Marketing / Advertising

Definition

An MQL that sales actually looked at and agreed was worth pursuing. Spoiler: most MQLs never reach this stage.

Example Usage

Our SAL conversion rate is only 20% of MQLs, which suggests our lead scoring is off.

Origin

B2B marketing and sales operations terminology, formalized to bridge the marketing-sales divide

Fun Fact

Companies with strong lead scoring and nurturing can get 40-50% MQL-to-SAL conversion rates

Source: B2B marketing and sales operations

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