Calculate pipeline efficiency and marketing handoff quality
Conversion Rate
0.00%
Leads Lost
0
MQLs Needed for 1 SQL
0:1
Est. Cost Per SQL
$0.00
Gap to Target
0%
function calculateMQLtoSQL() {
// Get inputs
var mqls = document.getElementById('total_mqls').value;
var sqls = document.getElementById('total_sqls').value;
var costMql = document.getElementById('cost_per_mql').value;
var target = document.getElementById('target_rate').value;
// Parse numbers
var mqlNum = parseFloat(mqls);
var sqlNum = parseFloat(sqls);
var costNum = parseFloat(costMql);
var targetNum = parseFloat(target);
// Validation
if (isNaN(mqlNum) || mqlNum <= 0) {
alert("Please enter a valid number of MQLs (greater than 0).");
return;
}
if (isNaN(sqlNum) || sqlNum mqlNum) {
alert("Total SQLs cannot exceed Total MQLs.");
return;
}
// Core Calculation
var conversionRate = (sqlNum / mqlNum) * 100;
var leadsLost = mqlNum – sqlNum;
var ratio = mqlNum / (sqlNum > 0 ? sqlNum : 1); // Avoid div by zero for ratio text
// Cost Calculation
var costPerSQL = 0;
if (!isNaN(costNum) && costNum > 0) {
// Total Spend = MQLs * Cost per MQL
var totalSpend = mqlNum * costNum;
// Cost per SQL = Total Spend / SQLs
if(sqlNum > 0) {
costPerSQL = totalSpend / sqlNum;
} else {
costPerSQL = totalSpend; // If 0 SQLs, cost is effectively infinite, but showing total spend as sunk cost is safer logic for display
}
}
// Target Gap
var gap = 0;
if (!isNaN(targetNum)) {
gap = conversionRate – targetNum;
}
// DOM Updates
var resultBox = document.getElementById('results');
var rateDisplay = document.getElementById('final_rate');
var lostDisplay = document.getElementById('leads_lost');
var ratioDisplay = document.getElementById('ratio_val');
var costDisplay = document.getElementById('cps_val');
var gapDisplay = document.getElementById('target_gap');
var badgeSpan = document.getElementById('rating_badge');
// Set text content
rateDisplay.innerText = conversionRate.toFixed(2) + "%";
lostDisplay.innerText = leadsLost.toLocaleString();
if(sqlNum === 0) {
ratioDisplay.innerText = "N/A";
} else {
ratioDisplay.innerText = ratio.toFixed(1) + " : 1″;
}
if (!isNaN(costNum) && costNum > 0) {
costDisplay.innerText = "$" + costPerSQL.toLocaleString(undefined, {minimumFractionDigits: 2, maximumFractionDigits: 2});
} else {
costDisplay.innerText = "N/A";
}
if (!isNaN(targetNum)) {
var gapText = gap >= 0 ? "+" + gap.toFixed(2) + "%" : gap.toFixed(2) + "%";
gapDisplay.innerText = gapText;
gapDisplay.style.color = gap >= 0 ? "#27ae60" : "#e74c3c";
} else {
gapDisplay.innerText = "-";
gapDisplay.style.color = "inherit";
}
// Assessment Badge
badgeSpan.className = "ms-badge";
// Simple logic: 12% Good (Generic B2B Benchmarks)
// Or use target logic if target is provided
var benchmark = 13; // default good
if(!isNaN(targetNum) && targetNum > 0) benchmark = targetNum;
if (conversionRate >= benchmark) {
badgeSpan.innerText = "On Track";
badgeSpan.classList.add("badge-good");
badgeSpan.classList.remove("badge-avg", "badge-poor");
} else if (conversionRate >= (benchmark * 0.7)) {
badgeSpan.innerText = "Average";
badgeSpan.classList.add("badge-avg");
badgeSpan.classList.remove("badge-good", "badge-poor");
} else {
badgeSpan.innerText = "Needs Attention";
badgeSpan.classList.add("badge-poor");
badgeSpan.classList.remove("badge-good", "badge-avg");
}
// Show Results
resultBox.style.display = "block";
}
Understanding MQL to SQL Conversion Rates
In the B2B sales and marketing funnel, the handoff between marketing and sales is a critical juncture. The MQL to SQL conversion rate measures the percentage of Marketing Qualified Leads (MQLs) that are accepted by the sales team as Sales Qualified Leads (SQLs). This metric is the primary indicator of lead quality and the alignment between your marketing and sales teams.
What is the Difference Between MQL and SQL?
MQL (Marketing Qualified Lead): A lead who has indicated interest in what a brand has to offer based on marketing efforts and is more likely to become a customer than other leads. Examples include downloading a whitepaper or attending a webinar.
SQL (Sales Qualified Lead): A prospective customer that has been researched and vetted—first by marketing, then by sales—and is deemed ready for the next stage in the sales process.
Why Calculate MQL to SQL Conversion?
Tracking this metric helps organizations answer several key questions:
Lead Quality: Is marketing generating leads that actually fit the ideal customer profile (ICP)?
Budget Efficiency: Are you spending money acquiring leads that never progress down the funnel?
Sales Capacity: Is the sales team following up on leads effectively, or are they rejecting too many valid opportunities?
The Formula
The formula for calculating MQL to SQL conversion rate is:
For example, if you generated 500 MQLs last month and the sales team accepted 75 of them as opportunities (SQLs), your conversion rate is 15%.
Industry Benchmarks
While benchmarks vary significantly by industry and deal size, general SaaS and B2B standards suggest:
13% Average: According to various industry studies (such as those by Salesforce and HubSpot), the average conversion rate from MQL to SQL hovers around 13%.
Below 5%: Usually indicates a disconnect between marketing messaging and sales requirements, or poor lead scoring definitions.
Above 20%: Excellent alignment, though it may also suggest that marketing criteria are too strict, potentially leaving valid volume on the table.
How to Improve Your Conversion Rate
If your calculator results show a "Needs Attention" status, consider these strategies:
Refine Lead Scoring: Adjust the points assigned to specific behaviors ensuring only truly interested prospects reach the MQL threshold.
Establish an SLA (Service Level Agreement): Define exactly what constitutes an MQL and an SQL so both teams agree on the definitions.
Implement a Feedback Loop: Sales must provide reasons for rejecting MQLs so marketing can adjust targeting parameters.
Nurture Longer: Use automated email sequences to warm up leads further before passing them to sales.