What are the steps of defining a marketing qualified lead?

How to determine a marketing qualified lead for businesses

Since marketing people are judged by the number of marketing qualified leads they generate, how do you know defined “qualified lead”?

Well, how do you?

The definition of marketing qualified lead depends on the dynamics of your business. Your sales and marketing people get together and define who you want as your idea customer. Who your ideal prospect is.

Knowing who you wants helps you create processes that help you meet more of them.

However, a general definition of a marketing qualified lead is a lead that has met some specified criteria.

These minimum requirements are what your marketing and sales people prospect for.

So how do your sales and marketing people come to an agreement?

There are basic factors they need to look at.

Match to profile

Understand the profile of the type of lead that you want, then collect details on your leads to see how well they match your profile.

Get their:

  • Name
  • Title
  • Organization
  • Email address
  • Phone number

For a lead to be marketing qualified, his/her name and a means of contacting them is not negotiable. You need it.


Know the channels where they spend their time. This helps you know it makes sense to prospect.


Before a lead becomes a qualified lead, there should be a set number of emails and web pages they click through. There is a concept called Lead Scoring which is part of marketing automation software packages. Various actions are assigned scores, and when a lead exceeds a certain point threshold, they merit more effort than other leads.

Learn more here about dropping leads into the top of your sales funnel…

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