What is the average MQL to SQL conversion rate?

Data-backed insights from 939 B2B companies (Q1-Q3 2025)

TL;DR

B2B average MQL→SQL conversion: 40%. By industry: SaaS 45%, Manufacturing 35%, Professional Services 42%. Best-in-class: 60%+. Key drivers: lead scoring accuracy, SDR training, response time (<5min = 2x conversion). Source: Optifai Sales Ops Benchmark 2025 (N=939 companies, Q1-Q3 2025)

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Related Resources

Sales Pipeline Conversion RateLead Nurturing FrequencyWhat is MQL?What is SQL?What is SAL?Methodology

Key Findings

Overall Average
40%
MQL to SQL conversion
SaaS Industry
45%
Highest conversion
Best-in-Class
60%+
Top 20% of teams

Key Insights

  • Lead scoring accuracy: Teams with AI-powered lead scoring achieve 55% MQL→SQL conversion vs. 35% with manual scoring (+20 points).
  • Response time matters: Responding within 5 minutes doubles conversion rate (60% vs. 30% for >1 hour response).
  • SDR training impact: Certified SDRs (formal training + role-play) achieve 48% conversion vs. 32% for untrained (+16 points).
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