What is an Automation Qualified Lead – AQL?

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Published:: 17/08/2026
Group:: Lead Definitions and Qualification Criteria

An AQL is an early stage lead that has scored by your marketing automation platform based on a set of rules associated with prospect behaviours such as website visits, page views, webinar registrations or contact form submissions. Scores may be weighted to reflect differing levels of engagement. For example, greater weight may be given to a download of a specific piece of content or an enquiry form submission, than to a prospect clicking an email or viewing a single page. AQLs scored automatically may have incomplete fields and lack sufficient information to support a fully tailored marketing programme.

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Lead definitions and qualification criteria

If you are looking to get the best return on your acquisition spend, it is critical that the leads you generate are handled appropriately at each stage of the pipeline, according to their areas of interest, their needs and pain points, and their buying stage. Unless you qualify your leads thoroughly you risk wasting yo

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What are the best qualification criteria?

Definitions of what constitutes a ‘sales-ready’ lead will vary across all organisations depending on each proposition and strategy. BANT (Budget, Authority, Need, Timing) is a well-known lead qualification model that outlines four key criteria. Once a lead has moved through the initial marketing stages, it’s down to yo

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What is a Marketing Qualified Lead – MQL?

Marketing qualified leads have shared more information, exhibited early buying signals and may have hit a pre-defined threshold in terms of their automated score that indicates they are more likely to turn into a sale than an AQL. They may have made multiple website visits, submitted an information request or downloade

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What is a Sales-Accepted Lead – SAL?

Before MQLs are passed to sales, an additional layer of qualification is advisable. Phone qualification can probe further and build levels of insight that can’t be achieved through automation, establishing that leads fully comply with the criteria required to be ‘accepted’ by sales. A real conversation with your prospe

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What is an SQL – Sales Qualified Lead?

A sales-qualified lead is one that has met the qualification criteria and is deemed ‘sales-ready’. Your sales team’s efforts are strategically targeted at priority prospects with the benefit of high value insight gathered during the phone qualification process. Armed with this additional insight, they can provide a tai

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