MQL is marketing-ready lead. 13-25% convert to SQL. Align definition with sales to avoid frustration.
By The Ad Spend
A lead that marketing has deemed ready for sales follow-up based on engagement criteria like content downloads, email opens, or website behavior.
Formula
Lead meeting marketing criteria
Benchmark range
MQL-to-SQL conversion: 13-25%. MQL-to-customer: 1-5%. Rates vary by lead source and qualification criteria.
Why it matters
MQL definitions vary by company—agree on criteria with sales before measuring. Strict MQL = fewer but better leads. Loose definitions inflate counts but frustrate sales. If sales complains about lead quality, tighten MQL criteria.
