What is MQL to SQL Conversion Rate?
Share of marketing-qualified leads accepted as sales-qualified.
How to calculate it
Calculate MQL to SQL Conversion Rate as: SQLs / MQLs × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
300 of 1,200 MQLs become SQLs -> 25%. A falling rate signals lead-quality or scoring problems.
Example 2
360 of 1,200 MQLs are accepted as SQLs -> 30%, a strong sign that lead scoring and sales expectations are well aligned.
Why it matters
This rate measures the share of marketing-qualified leads that sales accepts as sales-qualified, making it a direct gauge of lead quality and marketing-sales alignment. A healthy rate means marketing is sending genuinely useful leads, while a low one points to definitional disagreement or weak targeting. Tracking it keeps both teams accountable to a shared standard.
Benchmark context
Commonly 13-30%; the exact figure matters less than a stable trend and a definition both teams agree on.
Common pitfalls
Disagreement on qualification criteria between teams.
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