Cliente potencial calificado para marketing (MQL)
MQLAlso known as: Marketing-qualified lead; qualified marketing lead; marketing accepted lead
Un cliente potencial cualificado para marketing (MQL) es aquel que cumple con criterios de marketing acordados que indican una mayor afinidad o interacción que otros clientes potenciales, pero que no está necesariamente listo para la venta.
Technical explanation
MQL criteria combine explicit profile data and selected behaviours, often through rules or scoring. The designation should trigger a defined review, nurture or hand-off and remain distinct from a sales-qualified lead and an opportunity.
Business relevance
A shared MQL definition helps marketing and sales manage volume, measure qualification quality and focus follow-up on records more likely to progress.
Implementation example
A target-account contact who attends a relevant product webinar and requests an assessment becomes an MQL, then enters sales review under a documented service-level agreement.
Limitations and common misconceptions
MQL is an organisation-specific operational label, not a universal measure of purchase intent. Weak thresholds can inflate pipeline, bias reporting and create poor hand-offs.
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