Co-Marketing MQLs
Number of Marketing Qualified Leads generated through joint marketing campaigns run with channel or technology partners
What is Co-Marketing MQLs?
Co-marketing marketing qualified leads (MQLs) is the number of qualified leads that come from campaigns run jointly with a partner. It shows the return from shared marketing effort.
Co-marketing lets two organisations reach each other's audiences and share costs, and this measure shows whether the collaboration is producing real demand.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Channel & Partner Marketing
- Industry
- All Industries
- Type
- Leading
- Impact
- Revenue
- Unit
- #
- Measurement frequency
- Monthly / Quarterly
- Formula
- Count of MQLs attributed to co-marketing campaigns in period
How to calculate it
Count the MQLs attributed to co-marketing campaigns during the period.
For example, if three joint webinars and a shared guide produced 90 MQLs in a quarter, the figure is 90.
Agree in advance how leads are shared and credited between the partners, and track each campaign separately to compare results.
Where it is used
Judging partnerships
See which partners bring the strongest leads.
Planning joint activity
Choose formats, such as webinars or reports, that work best.
Sharing costs fairly
Use the lead count to inform how costs and leads are divided.
How to improve it
Tips and common mistakes
- Agree data sharing and consent rules before any campaign starts.
- Choose partners for audience fit, not only size.
- Measure lead quality as well as the count.
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