Metrics · Signup / Lead Capture
Lead-to-SQL Rate
Percentage of leads that qualify as Sales-Qualified Leads — prospects who have confirmed budget, authority, need, and timeline. The handoff metric between marketing and sales. Industry-wide median is roughly 25-40% of leads reaching SQL status, depending on qualification rigor.
How to calculate it
(sqls / marketing_qualified_leads) × 100Measurement varies widely by organization — some companies use MQL→SQL, others skip MQL entirely. B2B services and SaaS enterprise have the most reliable benchmarks here.
Per-industry distribution (3)
Each row shows the cited p25 / p50 / p75 for Lead-to-SQL Rate in that industry. Click an industry to open the full benchmark page.
Swipe horizontally to see the study name and source details.
| Industry | p25 | p50 | p75 | Study / source |
|---|---|---|---|---|
| SaaS (B2B Software)Reported | 15.0% | 28.0% | 42.0% | HubSpot State of Marketing 2024 |
| B2B Services (Agencies, Consulting)Reported | 15.0% | 25.0% | 40.0% | HubSpot State of Marketing 2024 |
| Fintech (Consumer Finance)Derived | 12.0% | 22.0% | 38.0% | HubSpot State of Marketing 2024 (derived) |
Primary source
State of Marketing Report (2024) · HubSpot · 2024
Annual survey of 1,400+ marketing professionals globally. Covers email marketing benchmarks (open rate, CTR, CTOR), lead generation and lead-to-SQL conversion rates, content marketing performance, and B2B pipeline metrics. Cross-referenced with HubSpot platform data from 100,000+ customers. B2B and agency respondents skew.