BUSINESSGuides for startups & scale-ups
Lead handoff: MQL, SQL and SLA – explained simply.
The short answer
A good lead handoff needs three things: a shared definition of when a contact is ready for sales (MQL and SQL), scoring that recognizes this automatically, and a binding agreement on how fast sales responds (SLA). Without all three, prospects get lost between teams.
By Manfred “Luigi” Lugmayr – 30+ years in marketing, seven years as CMO at burgerme. · Updated: October 27, 2026
- 01Leadsign-up with consent
- 02MQLfits the ICP and shows interest
- 03SLAsales follows up within the agreed time
- 04SQLneed and timing confirmed
- 05Customerclosed, feedback to marketing
The terms
| Term | Meaning | Example criterion |
|---|---|---|
| Lead | contact with consent | download, newsletter sign-up |
| MQL (marketing qualified lead) | fits the ICP and shows interest | matching company + visited pricing page |
| SQL (sales qualified lead) | sales confirms need and timing | intro call held, budget roughly clarified |
| SLA | agreement between marketing and sales | response to inquiries within one business day |
Build simple lead scoring
Start with two axes: fit (industry, size, role) and interest (page visits, downloads, email clicks, inquiry). Assign a few transparent points and set a threshold for MQL. After a few weeks, check with sales whether MQLs really became good conversations – and adjust.
What you can automate
- Form → CRM without retyping, with source (UTM) and consent
- Instant confirmation and matching follow-up emails
- Notifying the right salesperson once the MQL threshold is reached
- Reminders when the SLA deadline is about to pass
- Routing not-yet-ready leads into a nurture sequence
- Weekly report: leads, MQL, SQL, response time