Home / Glossary / What is a sales accepted lead (SAL)?

What is a sales accepted lead (SAL)?

Article originally published in June 2023 by Stuart Brameld. Most recent update in June 2023.

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Definition of a sales accepted lead (SAL)

A Sales Accepted Lead (SAL) is a qualified prospect that has been identified, vetted, and deemed worthy of further engagement by both the marketing and sales teams within an organizsation. This type of lead has met specific criteria, such as demonstrating a genuine interest in the product or service, fitting the target customer profile, and having the potential to make a purchase decision. The SAL designation ensures that the sales team focuses their efforts on high-potential leads, increasing the likelihood of successful conversions and fostering a more efficient and collaborative relationship between marketing and sales departments.

An example of a sales accepted lead (SAL)

Here is an example of a sales accepted lead:

  • Name: John Smith
  • Title: Marketing Director
  • Company: ABC Corp
  • Phone: (555) 123-4567
  • Email: [email protected]
  • Company Size: 200 employees
  • Industry: E-commerce
  • Location: New York, NY
  • Pain Point: Struggling with low conversion rates on their website
  • Budget: $10,000 per month
  • Timeline: Looking to implement a solution within the next 3 months
  • Product Interest: Growth Method’s Conversion Optimisation Suite
  • Lead Source: Downloaded a whitepaper on conversion rate optimisation from Growth Method’s website
  • Lead Score: 85 (based on engagement with Growth Method’s content and website)
  • Notes: John mentioned in a follow-up email that he’s impressed with Growth Method’s case studies and would like to discuss how the Conversion Optimisation Suite can help ABC Corp improve their website’s performance.

How does a sales accepted lead (SAL) work?

A sales accepted lead (SAL) works by identifying potential customers who have shown a genuine interest in a company’s products or services and have met specific criteria set by both the marketing and sales teams. This collaborative approach ensures that the leads passed on to the sales team are of high quality and have a higher likelihood of converting into actual sales. The process typically involves a thorough evaluation of the lead’s engagement with marketing materials, their demographic information, and their overall fit with the company’s target audience. Once a lead is deemed sales-ready, it is then handed over to the sales team for further nurturing and conversion efforts. This streamlined process helps optimize marketing and sales resources, ultimately leading to increased revenue and business growth.

Expert opinions and perspectives

Here are how some of the world’s best marketing and growth professionals think about a sales accepted lead (SAL).

  • “A Sales Accepted Lead (SAL) is like a seed that has sprouted; it has the potential to grow into a fruitful opportunity, but it still requires nurturing and care from both marketing and sales teams.” – David Meerman Scott, Marketing Strategist and Bestselling Author
  • “The handoff between marketing and sales is a critical moment in the customer journey. A well-defined Sales Accepted Lead (SAL) process ensures that only the most qualified leads are passed on, increasing the likelihood of conversion and ultimately driving revenue growth.” – Ann Handley, Chief Content Officer at MarketingProfs
  • “Sales Accepted Leads (SALs) are the bridge between marketing efforts and sales success. By focusing on the quality of SALs, businesses can optimise their sales funnel and create a more efficient, collaborative, and profitable relationship between marketing and sales teams.” – Neil Patel, Co-founder of Crazy Egg, Hello Bar, and KISSmetrics

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to a sales accepted lead (SAL):

  1. What are the key characteristics and behaviors of this SAL that make them a strong potential customer for our product or service?
  2. How well does this SAL align with our ideal customer profile, and are there any gaps or areas for improvement in our targeting and qualification process?
  3. What specific pain points or challenges can our product or service address for this SAL, and how can we effectively communicate this value proposition to them?
  4. What are the most effective channels and touchpoints for engaging with this SAL throughout the sales process, and how can we optimise our outreach and follow-up strategies?
  5. How can we leverage data and insights from this SAL’s interactions with our marketing and sales efforts to continuously improve our lead nurturing and conversion processes?

Additional reading

Here are some related articles and further reading around a sales accepted lead (SAL) that you may find helpful.

  1. A criteria that make sales accepted leads likely to convert
  2. Sales accepted leads

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