The Hidden Bottleneck Between MQL and SQL
For GTM leaders dealing with sales and marketing friction, this article addresses a critical bottleneck. Marketing hits its MQL target, but sales' pipeline is empty. The problem lies in the handoff. The gap between a "Marketing Qualified Lead" and a "Sales Qualified Lead" is where most pipeline value is lost. We provide a framework for building a bottleneck-free handoff process.
A pipeline graphic where the section between 'MQL' and 'SQL' is severely constricted, creating a bottleneck.
Why the MQL-to-SQL Handoff Fails
The MQL-to-SQL handoff is a bottleneck for three main reasons, often leading to what we call revenue leaks:
- No Shared Definition of "Qualified": Marketing defines an MQL based on engagement (e.g., downloaded an ebook). Sales defines an SQL based on a real conversation about need, budget, and timing. These are two different languages.
- Slow Lead Response Time: The probability of converting a lead drops dramatically after just 5 minutes. If your handoff process is manual and takes hours or days, your leads are going cold before sales even has a chance.
- Lack of Context: When a sales rep receives a new lead, they often have no context beyond "this person downloaded a whitepaper." This forces the rep to start every conversation from scratch.
How to Build a Bottleneck-Free Handoff Process
Fixing this requires turning the handoff from a series of manual steps into a tightly integrated and automated system with clear rules of engagement.
1. Create a Service Level Agreement (SLA)
This is a formal agreement between sales and marketing that defines the entire process, including shared definitions of MQL and SQL, and strict response time mandates (e.g., under 5 minutes). As we discuss in our article on the cost of misalignment, this is crucial.
If it is not written down and measured, it is not a process. It is a suggestion.
2. Automate Lead Routing and Notification
The moment a lead meets the MQL criteria, your system should automatically assign it to the correct rep and send an instant notification. This eliminates the manual "lead routing" step that causes so many delays.
3. Enrich and Contextualize Every Lead
Before the lead even reaches the sales rep, your system should automatically enrich the record with critical context like their LinkedIn profile, company size, industry, and a full history of their marketing engagements.
The Takeaway: Treat the Handoff Like a Product
The gap between marketing and sales is not a people problem; it is a process problem. Stop treating the handoff as a relay race where one team passes the baton to the next. Start treating it like an integrated assembly line, where data and automation ensure a smooth, fast, and context-rich transition at every step. By fixing this hidden bottleneck, you will fundamentally improve the alignment and effectiveness of your entire revenue team.