An MQL has shown intent (form fill, webinar attend); an SQL has been qualified by a human on budget, timeline and suitability to progress to advice.
Staging
- Lead: contact captured - MQL: engaged meaningfully (form + scoring threshold) - SQL: phone-qualified on pot size, urgency and fit - Opportunity: consultation booked - Client: fee signed
UK specifics
Add suitability signals (FCA-style fact-find mini) as part of SQL gating - this raises adviser productivity 30-50%.