Sales Accepted Lead (SAL)
A lead that has been reviewed and accepted by the sales team as meeting their qualification criteria. The intermediate stage between MQL and SQL where sales confirms the lead is worth pursuing.
SAL Is the Accountability Checkpoint
The SAL stage exists to solve the oldest argument in B2B: marketing says they sent good leads, sales says they did not. SAL creates a documented moment where sales reviews a lead and either accepts it (commits to follow up) or rejects it (with a documented reason). No more finger-pointing.
The SAL Process
Marketing passes an MQL. An SDR or sales rep reviews it within a defined SLA (typically 4-24 hours). They check firmographic fit, review engagement history, and decide whether to accept. Accepted leads become SALs and enter the sales outreach workflow. Rejected leads go back to marketing with feedback.
Why SAL Rejection Reasons Matter
When sales rejects a lead, the reason is gold. “Wrong company size” means your targeting is off. “No budget this quarter” means timing is wrong. “Not the decision maker” means you are reaching the wrong persona. Aggregate rejection reasons and use them to refine your marketing targeting and MQL criteria.
Frequently Asked Questions
Why have an SAL stage between MQL and SQL?
SAL creates accountability. When sales accepts a lead, they commit to working it within a defined timeframe. Without SAL, leads can sit in limbo — marketing says they passed it, sales says they never received it. SAL forces a handshake that both teams acknowledge.
What is a good MQL to SAL conversion rate?
70-85% of MQLs should be accepted as SALs if your MQL criteria are well-defined. If sales rejects more than 30% of MQLs, your qualification criteria need tightening. Track rejection reasons to improve the MQL model over time.
