SQL Conversion Rate
Percentage of Marketing Qualified Leads (MQLs) that the SDR converts to Sales Qualified Leads (SQLs)
What is SQL Conversion Rate?
Sales qualified lead (SQL) conversion rate is the percentage of marketing qualified leads that sales works and accepts as sales qualified. It shows how well marketing's leads match what sales wants.
A low rate is a sign of misalignment between the teams or of weak follow-up.
How this KPI is measured
- Function
- Sales
- Sub-function
- Lead Generation
- Industry
- All Industries
- Type
- Leading
- Impact
- Revenue
- Unit
- %
- Measurement frequency
- Weekly / Monthly
- Formula
- (SQLs created / MQLs worked) × 100
How to calculate it
Divide SQLs created by marketing qualified leads worked, and multiply by 100.
For example, if sales worked 500 MQLs and 120 became SQLs, the rate is 24%.
Count only leads that were actually contacted, so untouched leads do not lower the rate, and split by source.
Where it is used
Aligning teams
Give sales and marketing a shared measure.
Judging lead sources
See which produce sales-ready leads.
Improving follow-up
Test speed and approach.
How to improve it
Tips and common mistakes
- Look at the rate by source.
- Include leads worked only, or the rate will be unfair.
- Review criteria regularly.
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