Plain-language questions
Ask for MQL to SQL conversion rate per month, customer or product in the SQL Explorer with AI. The AI writes the SQL, you see the query and run it yourself; the AI only receives metadata.
KPI · Marketing
MQL to SQL conversion rate: formula and example.
MQL to SQL conversion rate is the percentage of marketing qualified leads that sales accepts as sales qualified leads. You follow a group of MQLs from the same period and count how many become SQLs. It shows how closely marketing and sales agree on what a good lead is.
MQL to SQL conversion rate formula
Number of MQLs that become SQLs ÷ number of MQLs from the same period × 100%
Worked example
In the third quarter, 190 of Acme Groothandel's leads reached MQL status. Sales accepted 76 of them as SQLs. The MQL to SQL conversion rate is 76 ÷ 190 × 100% = 40%.
Fictitious figures for Acme Groothandel, a sample wholesaler.
How to read this KPI
A higher rate means the leads marketing passes on are more often useful to sales. A low rate points to MQL criteria that are too loose, slow follow-up, or a disagreement between marketing and sales. Compare by channel and campaign, and with previous quarters.
Pitfalls with MQL to SQL conversion rate
- Comparing MQLs from month A with SQLs from month B instead of following a cohort.
- Counting leads that go straight to SQL, without an MQL stage, in the numerator.
- Judging the most recent month before sales has followed up all the leads.
SQL & DAX
Calculating MQL to SQL conversion rate in SQL and DAX
Two examples on a fictitious data warehouse for Acme Groothandel: a PostgreSQL query and a measure for a Power BI model. Adjust table and column names to your own model.
SELECT date_trunc('month', mql_at) AS mql_month,
COUNT(*) AS mqls,
COUNT(sql_at) AS sqls,
ROUND(100.0 * COUNT(sql_at) / NULLIF(COUNT(*), 0), 1) AS mql_to_sql_pct
FROM leads
WHERE mql_at IS NOT NULL
GROUP BY 1
ORDER BY 1;MQL to SQL Rate =
DIVIDE(
CALCULATE(COUNTROWS(Leads), NOT ISBLANK(Leads[MqlAt]), NOT ISBLANK(Leads[SqlAt])),
CALCULATE(COUNTROWS(Leads), NOT ISBLANK(Leads[MqlAt]))
)In ENABLE
Tracking this KPI in ENABLE
In your Power BI dashboard
Define the KPI as a measure in your Power BI model and show it in the portal, with "Last refreshed" next to it. Access profiles and optional row-level security decide who sees which figures.
Custom dashboards (pilot)
Add the KPI as a tile to a custom dashboard, compared with last year. The Dashboard Builder is a pilot and can be switched on per client.
Monthly targets
With the built-in Targets app you set a target for the KPI per month, so you see actuals and target side by side.
FAQ
Frequently asked questions
How do you calculate MQL to SQL conversion rate?
Take all leads that became MQLs in a period and count how many are now SQLs. Divide that number by the number of MQLs and multiply by 100%. With 76 SQLs from 190 MQLs, the rate is 40%.
What is the difference between an MQL and an SQL?
An MQL has been rated as promising by marketing based on characteristics and behaviour, while an SQL has been accepted by sales after its own review, often following a first conversation. An SQL is therefore one step further down the funnel. Agree together when a lead moves from one status to the next.
How can you improve MQL to SQL conversion?
You improve conversion by tightening the MQL criteria together with sales and asking sales to record a reason for every rejected lead. Those reasons show which leads marketing should stop passing on. Faster follow-up by sales also helps, as interest fades quickly.
Further reading
- KPI libraryMarketing KPIs: formulas and examplesMarketing KPIs set reach, cost and conversion side by side. They become truly useful once you link ad and web data to leads and revenue from your CRM and accounting system.Read more
- ResourcesHow to build a KPI dashboard: steps and examplesA KPI dashboard is an overview of the key figures you use to steer towards your goals, such as revenue, margin, on-time delivery or absenteeism. A good KPI dashboard does not start with the software, but with the decisions it needs to support. You then choose a limited number of KPIs, define them, sketch the dashboard and only then build it.Read more
- SolutionPower BI dashboard portal: share dashboards securelyShare your Power BI dashboards securely in your own portal, with role-based access.Read more
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