Marketing Qualified Account (MQA) Rate
Percentage of target accounts showing sufficient engagement to be flagged for sales outreach (ABM context)
What is Marketing Qualified Account (MQA) Rate?
Marketing qualified account (MQA) rate is the percentage of target accounts that have shown enough engagement to be considered ready for sales attention. It is the account-based version of the marketing qualified lead.
Instead of counting individual people, it looks at whether a whole company is showing collective interest.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Marketing Operations
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Accounts reaching MQA threshold / Total target accounts in programme) × 100
How to calculate it
Divide the number of accounts reaching the MQA threshold by the total number of target accounts in the programme, and multiply by 100.
For example, if 45 of 300 target accounts have reached the threshold, the rate is (45 / 300) x 100 = 15%.
Define the threshold using account-level engagement, such as several contacts interacting, and agree it with sales.
Where it is used
Tracking ABM progress
See how many accounts are warming up.
Handing off to sales
Pass qualified accounts at the right time.
Improving campaigns
Learn which activity moves accounts to qualification.
How to improve it
Tips and common mistakes
- Update the threshold as you learn what predicts deals.
- Look at conversion from MQA to opportunity to check quality.
- Match contacts to accounts accurately.
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