Lead-to-MQL Conversion Rate

What is the Lead-to-MQL Conversion Rate metric?

The Lead-to-MQL Conversion Rate metric quantifies the efficiency of converting new leads into Marketing Qualified Leads within a defined time frame. These are leads that have been evaluated and deemed ready for further marketing engagement, based on specific criteria such as interaction with content and potential fit with the product or service. This metric can be filtered by source to view the specific conversion rate of marketing-created leads (MCLs) or any other group of leads you are particularly interested in.

Why is this metric important to measure?

Measuring the Lead-to-MQL Conversion Rate provides insights into how effectively marketing efforts are identifying and developing high-potential leads. It helps to assess the quality of leads, tailor marketing strategies, and ensure that resources are aligned with prospects that have a higher likelihood of progressing through the sales funnel.

How is this metric calculated?

The Lead-to-MQL Conversion Rate is calculated by dividing the number of leads that have become Marketing Qualified Leads by the total number of new leads created during the specified time period. For example, if 100 leads were created in March and 20 became MQLs, the Lead-to-MQL Rate in March would equal 20%. This metric relies on the defined lead object, a created date field, and a field indicating when the lead was marketing qualified.

Formula

Lead-to-MQL Conversion Rate (%) =Leads Created that were marketing qualifiedTotal Leads Created in the time period