A lead is a lead, right? Depends – are you in marketing or in sales?
SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL).
No, I am not splitting hairs nor am I indulging in semantics. Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation.
Assigning a numeric score to business sales leads based on a predefined set of rules, takes away the subjectivity out of qualitative ranking like Hot, Warm and Cold leads. Quantitative lead definitions reduce the friction between sales and marketing.
B2B marketers are being held a lot more accountable (as they should be) for their contributions to a company’s revenues. This is more so for industrial marketers because generating a steady stream of high-quality sales leads plays a far more important role than other B2B marketing objectives such as branding, thought leadership and/or community building.
These days, respect for B2B and industrial marketing is spelled as M E T R I C S.