A sales qualified lead (SQL) is a potential customer who has been vetted by the sales team and determined to be a good fit for the company’s products or services. This typically involves identifying certain criteria, such as the lead’s budget, authority, need and timeline (BANT), that indicate they are ready to move forward in the sales process. Building a top-of-funnel approach to support SQL generation is important because it helps to ensure that the sales team is working with leads that are most likely to convert into paying customers. By focusing on leads that are most likely to be a good fit for the company, the sales team can spend less time chasing leads that are unlikely to close and more time closing deals. Additionally, a top-of-funnel approach can also help to generate a larger volume of leads, which can improve the chances of converting a percentage of them into paying customers.