It may sound surprising—but many marketers have been conditioned to thinking that marketing's just a number a game: The more you spend, the more contacts you get. The more contacts you have, the more money you make. It all comes down to percentages as leads move through the marketing funnel, right?
Every company handles marketing qualified leads (MQLs) differently. That's why there isn't a golden rule for MQL definition or how to decide when a lead becomes an MQL. In working with multiple clients, I've found that using a lead scoring MQL definition usually survives the test of time and becomes one of the best ways to have engaging conversations on what contacts are considered MQLs and when they should be handed off to sales for follow up.