CMO · Playbook · Intermediate · Saves 35+ hours
MQL to SQL Conversion Playbook
A comprehensive playbook for improving the conversion rate from Marketing Qualified Lead to Sales Qualified Lead - typically the leakiest part of the funnel.
What's included
- Diagnostic Framework
- Conversion rate benchmarks by segment
- Leakage analysis methodology
- Root cause identification process
- Optimization Strategies
- Lead definition alignment (MQL criteria refinement)
- Lead routing optimization
- Speed-to-lead improvement
- Lead follow-up cadence design
- SDR/BDR enablement resources
- Process Templates
- Lead handoff SLA template
- Lead follow-up playbook for SDRs
- Feedback loop process
- Escalation procedures
- Measurement Dashboard
- Conversion tracking template
- Rep-level performance tracking
- Time-to-contact analysis
Best used when
- MQL-to-SQL conversion below 30%
- Sales complaining about lead quality
- Marketing complaining about sales follow-up
- Implementing new lead scoring
- Scaling SDR/BDR team
Why this is Gold
MQL-to-SQL is where marketing and sales alignment breaks down. This playbook addresses both the process and the relationship, with templates that work for both teams.
The template
PART 1: DIAGNOSTIC FRAMEWORK
Current State Assessment
| Metric | Current | Benchmark | Gap |
|---|---|---|---|
| MQL-to-SQL conversion | % | 25-35% | |
| Time to first contact | hrs | <2 hours | |
| SDR acceptance rate | % | >70% | |
| MQL recycle rate | % | <30% | |
| Average attempts before SQL | # | 6-8 |
Leakage Analysis
Where are MQLs falling out?
| Stage | Volume | Conversion | Issue |
|---|---|---|---|
| MQL created | 100 | - | |
| Routed to SDR | % | Routing delay? | |
| Contacted within SLA | % | Speed issue? | |
| Connected | % | Contact data? | |
| Qualified | % | Lead quality? | |
| Meeting booked | % | SDR skills? | |
| SQL (meeting held) | % | Show rate? |
PART 2: OPTIMIZATION STRATEGIES
Lead Definition Alignment
MQL Criteria Review:
| Criterion | Marketing View | Sales View | Aligned? |
|---|---|---|---|
| Job title | ✓ / ✗ | ||
| Company size | ✓ / ✗ | ||
| Industry | ✓ / ✗ | ||
| Behavior signals | ✓ / ✗ | ||
| Score threshold | ✓ / ✗ |
Actions:
- Schedule monthly MQL definition review
- Create shared criteria document
- Implement feedback loop
Speed-to-Lead Optimization
| Current Time | Target Time | How to Fix |
|---|---|---|
| Routing time: | <5 min | Automation |
| Assignment time: | <15 min | Round-robin |
| First contact: | <2 hours | SLA + alerts |
Automation Checklist:
- Auto-route MQLs to SDR queue
- Real-time Slack/email alerts
- Calendar booking integration
- Auto-task creation in CRM
Lead Follow-Up Cadence
Recommended Cadence:
| Day | Action | Channel |
|---|---|---|
| Day 1 | Attempt 1 | Email + Call |
| Day 1 | Attempt 2 | Call (3 hrs later) |
| Day 2 | Attempt 3 | Email (value add) |
| Day 3 | Attempt 4 | Call + LinkedIn |
| Day 4 | Attempt 5 | Call |
| Day 5 | Attempt 6 | Email (final) |
| Day 7 | Close/Recycle | Status update |
If no response after Day 7: Recycle to nurture with "attempted contact" tag
PART 3: PROCESS TEMPLATES
Lead Handoff SLA Agreement
Marketing Commits:
- MQLs meet agreed-upon criteria
- MQLs routed within 5 minutes
- Contact information verified
- Context provided (lead source, activity)
Sales Commits:
- First contact within 2 hours (business hours)
- Minimum 6 attempts before disposition
- Update lead status within 24 hours
- Provide quality feedback weekly
Breach Escalation:
- 1st breach: Team lead notification
- 2nd breach: Manager notification
- 3rd breach: Executive review
SDR Follow-Up Scripts
Voicemail Script:
"Hi [Name], this is [SDR Name] from [Company]. I noticed you [specific action - downloaded guide, attended webinar, etc.]. I'd love to share how [relevant benefit] - give me a call back at [number] or just reply to my email. Talk soon."
Email Template:
Subject: Quick follow-up on [action they took]
Hi [Name],
I saw you [specific action]. [Company] helps [target role] at companies like [similar company] to [specific outcome].
Would you be open to a 15-minute call this week to see if we might be able to help you with [relevant challenge]?
[Calendar link]
PART 4: MEASUREMENT DASHBOARD
Daily Tracking
| Metric | Monday | Tuesday | Wednesday | Thursday | Friday |
|---|---|---|---|---|---|
| New MQLs | |||||
| Contacted | |||||
| SQLs created |
Rep Performance
| SDR | MQLs Assigned | Contacted | SQLs | Conversion |
|---|---|---|---|---|
| Rep 1 | % | |||
| Rep 2 | % | |||
| Rep 3 | % | |||
| Team | % |
Frequently asked questions
What is the MQL to SQL Conversion Playbook?
A comprehensive playbook for improving the conversion rate from Marketing Qualified Lead to Sales Qualified Lead - typically the leakiest part of the funnel.
Who is the MQL to SQL Conversion Playbook for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
What's included in the MQL to SQL Conversion Playbook?
4 working sections: PART 1: DIAGNOSTIC FRAMEWORK; PART 2: OPTIMIZATION STRATEGIES; PART 3: PROCESS TEMPLATES; PART 4: MEASUREMENT DASHBOARD.
How long does the MQL to SQL Conversion Playbook take to use?
It saves roughly 35+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the MQL to SQL Conversion Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the MQL to SQL Conversion Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.