What Are SALs? Sales Accepted Leads Explained

7 Min Read

When considering your sales funnel, you may have heard of MQLs and SQLs. But SALs tend to go under the radar. Nonetheless, they are an important part of the consumer’s journey from “possible” to “definite,” and one of the most important marketing metrics to track.

Read on to learn more about this important inflection point in which your potential customer becomes a customer worth your serious attention.

What Is a Sales Accepted Lead (SAL)?

Sales Accepted Leads (SALs) are prospects that have been qualified by the marketing team, typically through a lead generation process, and then passed onto the sales team for further engagement.

These leads meet certain criteria (such as demographic information, level of interest, or purchasing capability) that suggest they are ready to enter the sales pipeline, making them valuable targets for the sales team to pursue.

SALs vs MQLs

A marketing qualified lead (MQL) is a prospect who has engaged with marketing efforts and shown interest but has not yet been reviewed by sales. A sales accepted lead (SAL), on the other hand, has been evaluated and approved by the sales team as worth pursuing, making it one step closer to becoming a customer.

SALs vs SQLs

A sales qualified lead (SQL) is a lead that has been fully vetted by sales and meets the necessary criteria to move into direct sales conversations. A sales accepted lead (SAL) comes before an SQL, meaning it has been approved for sales outreach but still requires further qualification before becoming a true sales opportunity.

• Related: MQL vs. SQL vs. SAL: What’s the Difference?

Why Are SALs Important?

There are many great reasons to consider tracking SALs, including:

1. Bridge the Gap Between Marketing and Sales

SALs create a structured handoff between marketing and sales, ensuring that only qualified leads move forward. This alignment reduces miscommunication and helps both teams work more efficiently toward revenue goals.

2. Prevent Sales Pipeline Bottlenecks

Without SALs, unqualified leads can clog the sales pipeline, wasting time and resources. By establishing a review process, sales teams can focus only on leads that have real potential to convert.

3. Improve Lead Prioritization

Not all leads are equal, and SALs help sales teams prioritize the most promising prospects. By filtering out low-quality leads, sales can concentrate efforts on prospects who are more likely to buy.

4. Increase Conversion Rates

Because SALs have already been vetted, they are more likely to become sales qualified leads (SQLs) and eventually convert into customers. This structured approach leads to higher conversion rates and more efficient sales cycles.

5. Enhance Data-Driven Decision Making

Tracking SALs allows businesses to analyze lead quality, refine qualification criteria, and improve overall lead generation strategies. These insights help both marketing and sales teams optimize their efforts for better results.

How To Identify Sales Accepted Leads

This is the question every marketer wants the answer to. Thankfully, some criteria make it easier to tell which SALs are more likely to convert than others:

1. Engagement With High-Intent Marketing Content

SALs often interact with content that signals a deeper interest, such as pricing pages, case studies, or product demos. Leads that engage with these materials indicate they are actively considering a solution and are ready for sales outreach.

2. Meeting Lead Scoring Criteria

A strong lead scoring model assigns points based on behaviors like email opens, website visits, and event participation. When a lead reaches a predefined score threshold, it becomes an SAL, ensuring sales is only handed quality prospects.

3. Positive Sales Team Review

Before converting an MQL into an SAL, the sales team should assess lead fit based on industry, company size, and budget. If the lead aligns with the ideal customer profile, sales accepts it for further nurturing.

4. Response to Outreach Efforts

SALs demonstrate responsiveness to initial sales contact, whether through email replies, scheduled calls, or completed surveys. A lead that actively engages in conversations is signaling interest in moving forward in the buying process.

5. Clear Buying Signals and Decision-Maker Status

SALs often express specific needs, timelines, or budget considerations that indicate purchasing intent. If the lead also has decision-making authority or influence, it becomes a strong candidate for the next stage in the sales process.

Examples of Sales Accepted Leads

A lead becomes sales accepted when they demonstrate clear buying intent and meet your qualification criteria. Common signals include:

• Replying to a sales outreach email or scheduling an initial discovery call
• Requesting a personalized product walkthrough or use case demo
• Downloading sales-focused assets like pricing sheets or ROI calculators
• Engaging with multiple content touchpoints, such as blogs, case studies, and whitepapers
• Asking specific questions about integrations, customization, or implementation timelines
• Returning to your website frequently to view key decision-making pages (pricing, testimonials, or case studies)
• Sharing company needs or challenges in a lead qualification form
• Engaging in multiple back-and-forth conversations with sales reps

These actions show a lead is beyond basic interest and is ready for deeper sales engagement. The next step is to assess whether they qualify as an SQL and are ready for a direct sales push.

Best Practices for Generating Sales Accepted Leads

Trying to get more SALs? Here are a few strategies to do just that.

1. Personalize Lead Nurturing Campaigns

Using email workflows tailored to lead behavior—such as follow-ups after content downloads or event attendance—keeps your brand top of mind. Sending relevant case studies, industry insights, or customer success stories builds trust and moves leads further down the pipeline.

2. Implement Retargeting Strategies

Potential customers who have engaged with your content but haven’t taken the next step can be re-engaged with targeted ads. Retargeting on platforms like LinkedIn and Google keeps your brand visible and encourages leads to request a demo or sales consultation.

3. Host Webinars and Live Events

Interactive events allow prospects to engage directly with your team, ask detailed questions, and see real-world applications of your product. Webinars focused on industry challenges and solutions help nurture leads while providing opportunities for direct sales outreach.

4. Align Sales and Marketing for Seamless Handoffs

A defined process for transitioning MQLs to the sales team ensures that no high-intent leads slip through the cracks. Regular check-ins between sales and marketing help refine lead qualification criteria and improve the speed of follow-ups.

5. Provide Interactive Product Experiences

Offering free trials, interactive demos, or ROI calculators gives leads a hands-on look at your solution’s value. These tools help validate your offering and encourage deeper engagement with the sales team.

Turn More SALs Into Customers With MNTN

A strong pipeline depends on getting the right leads to sales at the right time. MNTN Performance TV helps you generate high-intent prospects, track their journey, and ensure they’re sales-ready before handoff.

With MNTN, you get:

• Verified Visits™ Attribution – Know exactly when a lead visits your site after seeing your CTV ad and track their engagement across multiple touchpoints.
• MNTN Matched: AI-Powered Targeting – Use AI-driven audience segmentation to reach prospects who fit your ideal customer profile and are more likely to convert.
• Real-Time Performance Insights – Get granular reporting on ad engagement, audience behavior, and lead conversion rates to optimize campaigns for better-qualified SALs.
• Premium CTV Inventory – Run your streaming ads on high-quality networks to capture attention and drive action from decision-makers in key industries.
• Seamless CRM and Marketing Integration – Connect your CTV advertising campaign data with your existing CRM and marketing automation tools to nurture leads effectively.

Generate sales-ready leads with CTV—sign up today to get started with MNTN’s self-serve software.

Sales Accepted Leads (SALs): Final Thoughts

Including SALs (Sales Accepted Leads) in your process can help you take a focused and thoughtful approach to your marketing and sales funnel. You don’t have to do all the work of conversions on your own. It’s better with a partner who knows both the power of data and the power of Performance TV to move leads down your funnel. Get in touch with MNTN today to see how you can turn Sales Accepted Leads into actual sales.

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