Calculate your Marketing Qualified Lead count, MQL rate, projected SQLs, and pipeline value. Benchmark your lead scoring program against B2B MQL standards.
Marketing Qualified Leads are calculated from the total lead pool based on the percentage of leads who score above your MQL threshold. Pipeline is projected by applying MQL-to-SQL and SQL-to-close rates.
Enter your total lead volume and scoring distribution to calculate MQL counts and projected pipeline.
Get our guide to building a lead scoring model, defining MQL criteria, and aligning marketing and sales on qualification.
Marketing Qualified Leads (MQLs) are the bridge between marketing lead generation and sales pipeline creation. A well-calibrated MQL definition improves sales efficiency, reduces wasted follow-up time, and creates a shared language between marketing and sales teams around lead quality.
Example 1: B2B SaaS Company
Total Leads: 800 | MQL Threshold: Top 25% = 200 MQLs
MQL-to-SQL Rate: 15% = 30 SQLs | Close Rate: 25% = 7-8 customers
At $15,000 avg deal: ~$112,500 projected monthly pipeline
Example 2: Cost per MQL Analysis
Monthly Marketing Budget: $40,000 | MQLs: 160
Cost per MQL = $40,000 / 160 = $250 (within $100-$500 B2B benchmark)
MQL criteria should be defined collaboratively by marketing and sales based on historical data. Common scoring signals: job title/seniority (+20 pts), company size match (+15 pts), industry match (+15 pts), whitepaper download (+10 pts), webinar attendance (+15 pts), pricing page visit (+25 pts), demo request (+50 pts). Leads crossing a defined threshold (e.g., 50+ points) become MQLs.
What is a good MQL-to-SQL conversion rate?
The B2B average MQL-to-SQL rate is 13-20%. Top-performing companies with tight MQL definitions achieve 30-50%. If your rate is below 10%, your MQL criteria may be too loose, sending unqualified leads to sales.
What MQL rate should I target from all leads?
Typically 20-30% of all leads should become MQLs in a well-calibrated scoring program. If your MQL rate is below 10%, you may be scoring too strictly. Above 40% may indicate criteria are too loose and will result in low MQL-to-SQL acceptance rates.
How are MQLs used in pharma marketing?
In pharma, the MQL concept applies to HCP engagement scoring — physicians who have shown sufficient digital engagement (content consumption, event attendance, rep requests) to be prioritized for deeper sales or medical education outreach. This improves field force efficiency by focusing visits on high-opportunity HCPs.