Marketing / Demand Generation
Marketing Qualified Lead MQL (related: MAL "marketing accepted lead", PQL "product qualified lead")
A lead that marketing judges good enough to hand toward sales.
The fork, why two teams get different numbers
There is no external standard for "qualified," so the threshold is a local invention and every company draws it differently.
In the Metric Library
- The full fork, both definitions worked all the way through
- The trap that makes the number lie, on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: SiriusDecisions/Forrester Demand Unit Waterfall (framework reference)