How to use the MQL to SQL conversion rate calculator
The most common mistake with funnel rates is mixing stage rates with the end-to-end rate. A stage rate divides by the previous stage; the end-to-end rate divides by the original lead count. If lead to MQL is 30% and MQL to SQL is 35%, the end-to-end rate is not 65% but roughly 10.5%, the product of the two. This calculator separates the two views and keeps a "vs previous stage" column apart from a "cumulative vs leads" column in the table.
Definitions of MQL and SQL differ company by company. Some teams qualify by score, others let a rep decide after a discovery call. This calculator does not impose a threshold; it takes counts that were already classified by your own definition, so the output only means something when the whole team agrees on the stage criteria.
Enter closed-won deals and the SQL-to-won and lead-to-won rates appear; leave the field blank and those rows are skipped and hidden. The weakest stage tells you where to work. A low lead-to-MQL rate points at traffic quality, a low MQL-to-SQL rate usually means marketing and sales disagree on criteria, and a low SQL-to-won rate points at proposals and pricing.
Frequently asked questions
No, they multiply. This calculator shows an end-to-end rate computed directly from the counts rather than from multiplying rounded percentages, so the two views stay comparable.
With a long sales cycle, this month's wins came from last quarter's leads. For period reporting, track the same cohort of leads through the stages instead.