MQL is broken at most companies not because the concept is wrong, but because the process around it has no feedback loop. Sales does not trust it, marketing reports on it anyway, and everyone is quietly unhappy.
Definition first
Write the MQL definition on one page. Include behaviors, firmographics, exclusions, and the conversion event. Have sales and marketing sign it. Review quarterly.
Scoring is a tool, not the answer
Use scoring to surface the lead, not to make the decision. The decision is the qualification stage definition. Score thresholds should be calibrated, not sacred.
SLAs both directions
Marketing commits to volume and quality. Sales commits to follow-up time and disposition. Track both. Without the disposition feedback, scoring never improves.
Recycle, do not abandon
Most disqualified MQLs should go back to nurture, not the void. Build the recycle path and report on its conversion six months later.