Article · 15 min read

The Definitive PQL Guide Part 1: How To Define and Identify Product Qualified Leads

Alexa Grabell · Pocus Free Intermediate

A five step process for building your first PQL definition, and the advice to start in a spreadsheet with a 30 to 60 day test before buying any tooling. That order saves most teams a wasted quarter.

  • HubSpot data cited: 98 percent of MQLs never result in closed business.
  • A PQL needs three things together: customer fit, product usage, and buying intent.
  • Slack's workspace activation threshold was 2000 messages sent.
  • The PQL matrix sorts accounts into sales ready, sales assist, not sure, and never touch.
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It answers 3 questions

  1. Sales wants to call every signup. How do I decide which ones deserve a human?
  2. How do I build the data plumbing so activation signals reach sales while they still matter?
  3. What do the best PLG plus sales hybrid companies do that everyone else copies badly?

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