What is Product-qualified lead?

Also called PQL.

A product-qualified lead is a user or account that has reached a usage threshold suggesting they are ready for a sales conversation, based on what they did in the product rather than on a form they filled in. Examples are hitting a plan limit, inviting several colleagues, or using a feature associated with paid accounts.

The threshold is the whole design, and it should come from what converted historically rather than from what feels significant. Most first attempts set it on activity volume, which selects for enthusiasts rather than buyers.

A PQL is an account-level judgement even when the signal is user-level. Three people from one company each hitting a limit is one opportunity, not three.

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