Also known as a ‘Marketing Qualified Lead’. In Pardot terms, a MQL is a prospect who would typically be nurtured within Pardot and has consequently been assigned to someone in sales. As soon as the prospect is assigned to a user the MQL status is triggered and reflected in the lifecycle report.
You guessed it… It’s a ‘Sales Qualified Lead’. When a CRM user creates an opportunity and associates it to a lead or contact, this will sync back to Pardot and update the reports to show the prospect becoming a SQL. To put it another way, SQL’s are triggered when a MQL has an opportunity associated to it.
Being able to clearly demonstrate the revenue generated from marketing over a given time period is the nirvana for marketers. Any opportunity that is marked as won in Salesforce will feed back into Pardot and will enable you to attribute marketing campaigns to revenue generated. This helps marketing teams to justify new campaigns, request more budget and clearly identify the most profitable channels.
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