Marketing Funnel Metrics Operational

Marketing Qualified Leads (MQLs)

Marketing Qualified Leads (MQLs): Leads that have demonstrated sufficient engagement and intent to warrant sales attention, based on criteria established between marketing and sales.

Formula

MQLs = Leads meeting MQL criteria in period

Computable definition

The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.

count_distinct(field.lead_id where in_period(field.mql_date))

Unit: count

Breakdowns

by_lead_source: one row per lead_source value

Notes: by_lead_source returns one row per lead source, the slice marketing budgets are set against.

Data requirements

Grain: Per lead stage date, aggregate daily · Frequency: Daily · Aggregation: aggregate (day) · Staged: no · Main source: Marketing Automation.

Field	Dataset	Type
`lead_id`	lead	string
`mql_date`	lead	date
`snapshot_date`	lead	date

Example SQL (Postgres)

SELECT (SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (mql_date >= :period_start AND mql_date <= :period_end)) AS mqls

Access: recommended sensitivity tier internal, access scope unscoped. Guidance your policy engine enforces.

From an agent: with the GASP MCP server, call lookup_metric({ "name": "Marketing Qualified Leads (MQLs)" }) or generate_query({ "metric": "Marketing Qualified Leads (MQLs)", "adapter": "<your adapter JSON>" }).

What It Tells You

Volume of potentially sales-ready prospects.

Connected in the GASP relationship graph.

Downstream: what this drives

MQLs drives SQLs (Marketing)
MQLs component of Lead Velocity Rate (Marketing)
MQLs measures Lead (Entity)

Sources

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