MQL-to-SQL Conversion Rate | GTM Metrics

GTM Metric

Optimize marketing to sales handoff quality

Track the percentage of marketing qualified leads that become sales qualified leads. Improve lead scoring, qualification criteria, and sales follow-up processes to maximize conversion.

MQL-to-SQL Conversion Rate Dashboard

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Overall Conversion

28%

+12%

Enterprise Leads

42%

+20%

SMB Leads

18%

+20%

Conversion Time

5.2 days

-25.7%

Trend Analysis

Current

Connected to HubSpot

Updated 2m ago

Why MQL-to-SQL Conversion Rate Matters

Essential insights for optimizing your go-to-market strategy

Key Insight #1

Enterprise MQLs convert 2-3x better than SMB due to higher intent

Key Insight #2

Quick sales follow-up within 24 hours improves conversion by 40%

Key Insight #3

Better lead scoring alignment between marketing and sales increases conversion

How to Calculate

Formula

Sales Qualified Leads ÷ Marketing Qualified Leads × 100

Benchmarks

Industry Average:20-30%

Good Performance:30-40%

Excellent Performance:> 40%

Trend Analysis

Implementation Guide

How to track this metric effectively with Airbook's integrated platform

1. Connect Your Data

Connect your CRM, marketing tools, and analytics platforms with Airbook's 150+ connectors. Data syncs automatically and gets transformed into analysis-ready tables.

2. Build Your Analysis

Use our collaborative workspace to calculate this metric with SQL or no-code tools. Create segments, time periods, and cohort analyses across all your data sources.

3. Track & Act

Build auto-refreshing dashboards, set up threshold alerts, and track trends over time. Share insights across teams and trigger actions based on your metrics.