Regional MQL Distribution
Percentage of total MQLs generated from each geographic region, measuring demand generation balance across markets
What is Regional MQL Distribution?
Regional MQL distribution is the share of marketing qualified leads coming from each region. It shows where demand is being generated and where it is not.
The spread helps leadership decide where to invest and whether regional teams are delivering in proportion to their markets.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Global & Localisation
- Industry
- All Industries
- Type
- Leading
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (MQLs from each region / Total MQLs) × 100 per region
How to calculate it
For each region, divide its MQLs by the total MQLs, and multiply by 100.
For example, if 1,000 MQLs were generated and 500 came from the Americas, 300 from Europe and 200 from Asia-Pacific, the distribution is 50%, 30% and 20%.
Compare each region's share with its share of budget and market opportunity to judge whether the mix is right.
Where it is used
Allocating regional budgets
Match investment to where demand is generated.
Spotting weak regions
Find regions producing less than their potential.
Planning sales coverage
Align sales capacity with lead flow.
How to improve it
Tips and common mistakes
- Look at absolute numbers as well as shares, since shares hide growth.
- Region assignment rules must be consistent, or the shares will be unreliable.
- Compare cost per MQL by region, not just volume.
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