Definition
The percentage of sales-qualified leads that close as won deals.
Formula
Won deals / SQLs x 100
How to measure
Divide the number of SQLs that eventually close as won customers by the total SQLs entered into the pipeline in a comparable period.
Why track it
This isolates pure sales execution quality, since the lead quality variable has already been filtered out by the SQL qualification step.
Example
Of 80 SQLs entering the pipeline this quarter, 20 close as won deals, a 25% SQL-to-win rate.
FAQ
- What is SQL-to-Win Rate?
- The percentage of sales-qualified leads that close as won deals.
- How do you calculate SQL-to-Win Rate?
- Won deals / SQLs x 100
- Why track SQL-to-Win Rate?
- This isolates pure sales execution quality, since the lead quality variable has already been filtered out by the SQL qualification step.