# How should we define an MQL?

Define MQL as a state a record enters once, on explicit criteria, with a written re-qualification window — not as a score threshold that flickers. Decide up front whether you are optimising for fast, high-recall funnel entry or precise sales-qualified handoff; the two definitions are incompatible.

The most common defect is treating MQL as a live calculation rather than a stamped event. If a record can silently un-MQL, every cohort conversion report becomes unreproducible. Stamp the date, stamp the touch that qualified it, and set an explicit window (commonly 90 days) before the same person can re-MQL.

## Sources

- **Method** — [GTM Lifecycle playbook — Stages and funnels](https://www.leanscale.team/knowledge/playbooks/gtm-lifecycle-playbook/)
- **Method** — [Executive GTM Reporting playbook — Cohort conversion rate](https://www.leanscale.team/knowledge/playbooks/executive-reporting-playbook/)

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Cluster: Inbound · https://www.leanscale.team/knowledge/answers/what-is-an-mql/