Strategy & economics
Product-qualified lead (PQL)
Also known as: product-qualified lead · PQL
A user who has demonstrated product-usage patterns that predict willingness to convert to paid — the product-led-growth equivalent of a marketing-qualified lead, computed from behavioural signals rather than firmographic intent.
A product-qualified lead is a free-tier user whose behaviour in the product predicts they'll convert to paid. Typical signals: team size growth (added teammates), feature breadth (used N distinct features), usage cadence (active days per week above threshold), integration installs, export volume, API calls above a paid-tier limit. PQLs replace MQLs (marketing-qualified leads) in product-led growth companies because the behavioural signal is stronger than any downloaded-ebook engagement signal. Lifecycle programs for PQLs are distinct from standard promotional email — they're closer to activation flows, nudging the user to deeper product use so the PQL signal compounds before a sales hand-off or a self-serve upgrade prompt.