MQL to SQL Conversion Rate measures the percentage of Marketing Qualified Leads that become Sales Qualified Leads. It reflects the alignment between marketing and sales, as well as lead quality and lead nurturing effectiveness.
Divide the number of leads that become Sales Qualified Leads by the number of Marketing Qualified Leads, then multiply by 100 to get the percentage.
MQL to SQL Conversion Rate (%) = (Number of SQLs ÷ Number of MQLs) × 100
MQL to SQL Conversion Rate (%) = (Number of SQLs ÷ Number of MQLs) × 100
If your team generated 500 Marketing Qualified Leads in a month and 100 of them became Sales Qualified Leads, your MQL to SQL Conversion Rate would be 20%.
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A good MQL to SQL Conversion Rate typically falls between 20–40%, depending on the industry and lead source. Higher rates indicate strong lead qualification and sales-readiness.
A conversion rate below 10% may signal poor lead quality, misalignment between teams, or a lack of effective nurturing. This leads to lower sales productivity and wasted marketing efforts.
Collaborate with sales to define what makes a qualified lead. Use scoring models to prioritize based on engagement and fit.
Send personalized content, follow-up emails, or offers to MQLs to prepare them for sales conversations.
Regularly review lead quality and sales outcomes to refine qualification criteria and optimize the process.
