MQL-to-SQL Rate

MQL-to-SQL Rate: Percentage of MQLs accepted by sales as qualified.

Formula

MQL-to-SQL = SQLs / MQLs × 100

Computable definition

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

metric.sqls / metric.mqls

Unit: percent (the formula yields an unscaled ratio)

Breakdowns

by_lead_source: one row per lead_source value

Notes: by_lead_source returns one row per lead source, which shows where sales rejects marketing's leads.

Data requirements

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

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

Example SQL (Postgres)

SELECT (CAST(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (sql_date >= :period_start AND sql_date <= :period_end))) AS DOUBLE PRECISION) / NULLIF(((SELECT COUNT(DISTINCT lead_id) FROM lead WHERE snapshot_date = :period_end AND (mql_date >= :period_start AND mql_date <= :period_end))), 0)) AS mql_to_sql_rate

From an agent: with the GASP MCP server, call lookup_metric({ "name": "MQL-to-SQL Rate" }) or generate_query({ "metric": "MQL-to-SQL Rate", "adapter": "<your adapter JSON>" }).

Benchmarks

Overall average (all industries): ~13%
B2B SaaS average: 20-30%
B2B SaaS top performers: 40%+
Website leads: ~31%
Referral leads: Highest conversion

What It Tells You

Quality of MQLs from sales perspective and marketing-sales alignment.

Sources

← Back to Marketing metrics