MQL to SQL conversion rate

Your marketing team qualified leads, but how many become sales qualified during the sales process? What is your conversion rate from MQL to SQL?


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What is the MQL to SQL conversion rate?

The MQL to SQL conversion rate is the percentage of marketing qualified leads who then became Sales Qualified Lead (SQL). Which means they have been confirmed as having a good lead scoring by your marketing team and then by your sales team. By being qualified as a good prospect by your sales rep, it is typically ready for the next stage in the sales process or sales funnel.

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How do you calculate your MQL to SQL conversion rate?

Your CRM or lead generation tool can provide you with this data from the sales pipeline, with information about the quality of leads and how much your marketing efforts paid off.

MQL to SQL conversion rate formula

Number of sales leads X 100 / Number of Marketing leads = average conversion rate from MQL to SQL.

What is a good MQL to SQL conversion rate?

It all depends on your buyer’s journey, average sales cycle and number of MQLs, but an average conversion rate for MQL to SQL is about 13 percent. So anything above 13% should be a pretty good conversion rate. However, if you’ve got only a few leads, (ex: 4 MQLs and 2SQLs) it does mean a 50% mql conversion rate, but with such a small number of SQLs, it might not be relevant data.

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What is a bad MQL to SQL conversion rate?

Depending on your team, digital marketing goals, lead lifecycle, and industry, a low conversion rate can be anywhere between 0% and 5%. Since the benchmark is about 13% you can consider anything more than 13% a high conversion rate.

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MQL to SQL KPI examples & templates

Your MQL to SQL data can be added to multiple different types of reports. Here are some of them:

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Executive report template Executive report template

No matter your company size, this template is filled with business metrics your C-suite or executives will want to see. Show them all your most important metrics from revenue. inbound marketing, lead conversion, sales accepted leads (SAL), and more.

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Marketing campaigns report template Marketing campaigns report template

From content marketing to social media and PPC, this report gives you a good view of all your online marketing strategy metrics and overall online performance. Track your Linkedin leads, sales conversions.

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Email marketing template Email marketing template

Check all your email campaigns data from your conversion rate, total sales, sales leads, costs and more. You can also track this data alongside your email follow-ups, referrals, business metrics and industry benchmark.

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MQL to SQL best practices

Here are some of the best practices you should keep in mind to improve your high quality leads.

MQL to SQL best practices

step 2 icon Optimize your messaging

Lead nurturing is not easy, making sure your sales team is aligned with a good messaging and sales pitch can make a big difference. Train all your salesperson so that their pitch is always on point, including everything from pricing, to how to get their contact information, and of course, the best arguments to bring them to a sale.

step 1 icon Have a clear buyer persona

It can sometimes be hard to know which actions make a lead a marketing qualified lead, then a sales qualified lead. By making sure you target the right buyer persona, you can clearly identify the qualifying factors and have marketing strategies and landing pages catered to the right persona. Think about demographics, job title, interests, and more.

step 3 icon Use a marketing automation tool

To make sure the leads go smoothly from MQL to SQL, you can use marketing automation tools like hubspot that contain different functionalities such as automated follow-ups. You can make sure you nurture all your leads, even if you don’t have enough sales people for personalized manual reach outs.

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