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Free Tool · B2B SaaS

MQL to SQL Conversion Rate Calculator

Enter your funnel counts to get conversion rates at every stage, how many MQLs one customer costs you, and how many you need to hit a revenue target. Transparent formula, no email.

annual
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MQL to SQL
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Opportunity win rate
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MQLs per customer
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MQLs to hit target

Nothing is stored and nothing is sent to a server. No email required.

What Is the MQL to SQL Conversion Rate

The MQL to SQL conversion rate is the share of marketing qualified leads that sales accepts as sales qualified. It is the clearest single measure of whether marketing and sales agree on what a good lead looks like.

A very low rate usually means the MQL definition is too loose. A very high rate often means it is too strict and marketing is holding back leads that would have converted.

How This Calculator Works

The formula: MQL to SQL rate = SQLs / MQLs SQL to opportunity rate = opportunities / SQLs Opportunity win rate = closed won / opportunities MQL to customer rate = closed won / MQLs MQLs per customer = MQLs / closed won Customers needed = new ARR target / ACV MQLs needed = customers needed x MQLs per customer

Counts should cover one period long enough to clear your sales cycle. Comparing this month's MQLs to this month's closed deals will misstate every rate.

Benchmarks

StageCommon B2B SaaS range
MQL to SQL20% to 40%
SQL to opportunity35% to 55%
Opportunity to closed won20% to 30%
MQL to customer2% to 6%

Ranges vary widely by deal size and lead source. Self-serve trials and content-sourced leads behave differently from event lists.

How to Improve These Rates

Agree the Definition in WritingMost MQL to SQL problems are definition problems, not quality problems.
Track Rates by SourceOne channel usually drags the blended number down, and the average hides it.
Cut Time to First ContactResponse speed moves this stage more than almost any other change.
Feed Sales the Content TrailKnowing which comparison page a lead read changes how the first call opens.
Route by Fit, Not by VolumeSending every form fill to sales trains them to ignore the queue.

Frequently Asked Questions

1. What is a good MQL to SQL conversion rate?

Twenty to forty percent is the common range in B2B SaaS. Under ten percent usually means the MQL bar is set too low.

2. Why does my rate look worse when I measure by cohort?

Because cohort measurement is accurate and period measurement is not. Deals closing this month came from leads generated months ago.

3. Should demo requests count as MQLs?

Most teams treat them as SQLs, since intent is already demonstrated. Whatever you choose, hold the definition steady or the trend becomes meaningless.

4. How many MQLs do we need next quarter?

Divide your new ARR target by ACV to get customers needed, then multiply by MQLs per customer. This tool does that in the last tile.

5. Should marketing be measured on MQLs at all?

Only alongside pipeline. MQL targets on their own reward volume over fit every time.