Average MQL-to-Opportunity Duration

What is the Average MQL-to-Opportunity Duration Metric?

The Average MQL-to-Opportunity Duration metric measures the average time it takes for leads to transition from being classified as Marketing Qualified Leads (MQLs) to becoming genuine sales opportunities. It reflects the efficiency and effectiveness of the lead development process and the alignment between marketing and sales in converting qualified leads.

Why is Average Sales Cycle Length Important to Measure?

Measuring the Average MQL-to-Opportunity Duration helps assess how well the sales and marketing teams work together to convert MQLs into sales opportunities. It provides insight into the lead development process, identifies potential bottlenecks or delays, and can guide strategies to improve conversion rates and reduce the sales cycle length.

How is Average Sales Cycle Length Calculated?

The Average MQL-to-Opportunity Duration is calculated by tracking the number of days each lead takes to move from MQL status to becoming a sales opportunity and then averaging this across all leads that became MQLs during the specified time period. For example, if 50 MQLs took a total of 400 days to convert to sales opportunities, the Average MQL-to-Opportunity Duration would be 8 days. This metric relies on the defined lead object and date fields which capture when the lead was marketing qualified and converted to a sales opportunity.

Formula

Average MQL-to-Opportunity Duration (days) =∑(Days between MQL and conversion to opportunity for Leads Qualified)Total Leads Qualified in the period