Marketing Qualified Account (MQA)

The account-level equivalent of an MQL: an account showing enough aggregate engagement to warrant sales attention.

Why the account is the better unit

B2B purchases are made by groups. Several people from one company each engaging moderately is a stronger buying signal than one person engaging heavily, but lead-level qualification reports the former as several mediocre leads and misses it.

It changes the handoff

An MQA handoff gives the rep an account and a set of engaged people, which is a far better starting position than a single form fill.

RELATED TERMS

Account Scoring

Scoring at the account level rather than the individual, reflecting that B2B purchases are made by groups.

Buyer Intent

Signals suggesting an account is actively researching a purchase, drawn from on-site behaviour or third-party data.

Account-Based Everything (ABX)

Coordinating marketing, sales and customer success around a defined set of target accounts rather than around lead volume.

Marketing Qualified Lead (MQL)

A lead that marketing considers ready for sales attention, according to a definition both teams have agreed. Without that agreement it is a marketing activity metric wearing a pipeline costume.

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