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What is a Sales Accepted Lead (SAL)?
In tech companies, marketing and sales teams must coordinate their efforts to efficiently move prospects through the marketing sales funnel and drive revenue.
Marketing teams work to generate marketing-qualified leads (MQLs) and pass them on to the sales team, while the job of sales is to nurture those MQLs into sales-qualified leads (SQLs) and ultimately convert them into customers.
The hand-off between marketing and sales is a critical point in this process. While marketing teams might think that “more is better” when it comes to lead generation, sending too many low-quality leads from marketing to sales results in low closing rates and poor sales efficiency.
To ensure alignment between marketing and sales during lead hand-off, tech companies can implement a lead acceptance process where MQLs must be qualified as Sales Accepted Leads (SALs) before they will be accepted as sales-ready. This typically involves:
- Creating an agreement between marketing and sales that establishes a shared definition and criteria for a Sales Accepted Lead (SAL).
- Creating a service-level agreement describing follow-up steps that must be taken by the sales team within a certain time frame after accepting a new lead.
A Sales Accepted Lead (SAL) is a marketing-qualified lead (MQL) that has been reviewed in a formalized lead acceptance process and officially met the agreed-upon acceptance criteria for sales-readiness and handover to the sales team.