topic MQL to SQL Flow in Tips, Tricks & Best Practices

MQL to SQL Flow

Stacks42 — Fri, 11 Apr 2025 16:55:35 GMT

Hey all,

So my manager wants movement between MQL and SQL to dictate automation, I'm assuming marketing nurturing. However, I strongly believe that the lifecycle stage should not move back as it should represent the farthest a lead has gotten in the Cycle. Since the ultimate goal for us is the Deal Created lead stage, I'm wondering if it makes sense to have a "Marketing Nurture" lead stage that would be available... maybe moving an SQL lead into it after a given amount of time with no deal being opened? Then marketing can continue to nurture it for deal creation. Anyone have a similar issue they have worked on?

Re: MQL to SQL Flow

karstenkoehler — Fri, 11 Apr 2025 16:59:23 GMT

Hi @Stacks42,

Could you explain in a bit more detail what your goal is? It would be important to understand the why before discussing the how. What are you trying to accomplish?

I agree, records should not move back in lifecycle stage.

Best regards

Re: MQL to SQL Flow

Onkarv — Mon, 23 Jun 2025 05:27:35 GMT

Hi @Stacks42

From what I can gather, you want to create a 'Marketing nurture' lifecycle stage so that you can move the SQL contact to the 'Marketing nurture' stage if no deal is created in SQL stage.

As per best practices which I have seen and implemented:

Lead: This is the stage where contact shows interest- Fills a form, books a call etc

MQL: This is when the marketing team qualified the lead and then passes it to the sales team

During the stage between Lead and MQL you can have the marketing nurture automation. A deal is created in this stage

SQL: SQL stage is when marketing qualifies the leads, created a deal and brings the sales team in. During this stage Sales gets in touch and talks to them, if they do not reply to the sales team, you can create nurtures based on deal stages at that time.

If you do not have a separate sales team, you can just keep two stages 'Lead' and 'Qualified lead' and nurture the lead when it's in the lead stage and if you qualify it, create a deal and move it to the 'Qualified lead' lifecycle stage.

I believe this would help you streamline your process. Let me know if you need any clarity and have doubts regarding anything.

Thanks!