KPIMarketing

Marketing Qualified Leads (MQLs) Generated

Number of leads that meet defined scoring criteria and are passed to sales in a period

What is Marketing Qualified Leads (MQLs) Generated?

The number of marketing qualified leads generated is a count of the leads in a period that have reached the agreed threshold for being handed towards sales. It is the standard output measure for a demand generation programme.

It matters because it shows whether marketing is producing enough of the right people to feed the sales pipeline. Volume alone is not enough, so it is usually paired with cost and conversion measures.

How this KPI is measured

Function: Marketing
Sub-function: Demand Generation
Industry: All Industries
Type: Leading
Impact: Operational
Unit: #
Measurement frequency: Weekly / Monthly
Formula: Count of leads reaching MQL threshold in period

How to calculate it

Count each lead that meets the MQL definition during the period, once, at the moment it first qualifies. An MQL is typically defined by a mix of fit, such as role and company size, and engagement, such as downloads or repeat visits, often combined into a score.

For example, if 1,200 leads were captured in a month and 180 crossed the qualification threshold, the number of MQLs generated is 180.

Track it monthly and by source, and compare it with the target set from the sales plan.

Where it is used

Tracking funnel supply
See whether enough qualified leads are arriving to meet the pipeline target.
Campaign reporting
Report each programme by the qualified leads it produced, not only total sign-ups.
Capacity planning
Give sales advance notice of how many leads to expect so they can plan follow-up.

How to improve it

Define qualification clearlyAgree the scoring rules with sales and document them so the count means the same thing every month.
Score on fit and behaviourCombine who the lead is with what they have done, so engaged but unsuitable leads do not inflate the count.
Grow high-intent sourcesInvest more in the channels that produce the largest share of leads that qualify.
Nurture unqualified leadsFollow up early-stage leads with relevant content so more move over the threshold.
Review the threshold regularlyCheck that MQLs are still being accepted and converted by sales, and adjust the rules if not.

Tips and common mistakes

A rising count is only good news if sales accepts those leads. Check the acceptance rate alongside it.
Avoid changing the MQL definition mid-year without noting it, or trend comparisons become misleading.
Set the target from the pipeline you need, working back through conversion rates.

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