Marketing Qualified Leads (MQL)

Date created: Feb 5, 2019  •   Last updated: Mar 14, 2022

What is Marketing Qualified Leads?

A Marketing Qualified Lead (MQL) is a universal metric used by marketing teams to measure the quality of leads they generate and pass to sales. Most marketing teams have targets associated with MQLs that include number of MQLs and acceptance rate, for example, leads that go on to become Sales Accepted Leads.

Alternate names: Prospect

Marketing Qualified Leads Formula

ƒ Count(MQLs)

Start tracking your Marketing Qualified Leads data

Use Klipfolio PowerMetrics, our free analytics tool, to monitor your data. Choose one of the following available services to start tracking your Marketing Qualified Leads instantly.

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How to visualize Marketing Qualified Leads?

When tracking your MQLs, it helps to add segmentation to your data for more context. For example, you could track your MQLs in a bar chart segmented by lead source.

Marketing Qualified Leads visualization example

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Marketing Qualified Leads

Bar Chart

Here's an example of how to visualize your Marketing Qualified Leads data in a bar chart to observe segmented data.
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Marketing Qualified Leads

Bar Chart

Here's an example of how to visualize your Marketing Qualified Leads data in a bar chart to observe segmented data.

More about Marketing Qualified Leads

From an organizational point of view, this metric aligns sales and marketing and allows both teams to frame conversations around demand generation efforts.

To understand your lead funnel efficiency, as you pass a qualified prospect over to sales, combine MQLs with Sales Accepted Leads (SAL) to measure your SAL:MQL ratio over time.