SQL-to-Close Rate Calculator
Enter your ACV, SQL count, and closed-won count to see how your conversion benchmarks against your segment — and where the qualification bar might be off.
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Enter your ACV, SQL count, and closed-won count above. The benchmark grade and fix list update live as you type — no button, no login.
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Get the operator playbook ($39) →What is SQL-to-close conversion?
SQL-to-close conversion is the percentage of sales-qualified leads (SQLs) that end up closed-won. It measures the health of the handoff between marketing/SDR qualification and the AE team actually closing business.
The number is only meaningful compared to your own history — how strictly your team defines an SQL mechanically moves it. A loose bar produces more, lower-quality SQLs and a lower conversion rate; a strict bar produces fewer SQLs at a higher rate. Neither is inherently right.
How to calculate SQL-to-close conversion
Divide closed-won deals by SQLs created in the same cohort or period: closed-won ÷ SQLs × 100. Measure it alongside SQL volume — rising conversion with falling volume often means the qualification bar quietly got stricter, not that the team improved.
What's a healthy SQL-to-close rate?
It varies by motion: roughly 15–30% for mid-market B2B SaaS, lower (5–15%) for high-volume SMB motions, and higher (25–40%) for tightly-qualified enterprise motions where fewer, better-vetted opportunities make it to SQL.
Conversion below roughly 10% with a loose SQL definition usually means marketing/SDR is passing unqualified volume and AEs are drowning in it — the fix is the SQL bar and handoff, not more pipeline.
Frequently asked questions
What is a good SQL-to-close conversion rate?
Roughly 15-30% for mid-market B2B SaaS, 5-15% for high-volume SMB motions, and 25-40% for tightly-qualified enterprise motions. The right number depends heavily on how strict your SQL definition is.
How do I calculate SQL-to-close rate?
Divide the number of closed-won deals by the number of SQLs created in the same cohort, then multiply by 100. Track it alongside SQL volume so a conversion change is not misread.
Why can't I compare my SQL-to-close rate to another company's?
Because SQL definitions differ. A stricter bar mechanically raises conversion; a looser one lowers it. This metric is only reliably comparable against your own history, not another team's published number.
What does a low SQL-to-close rate mean?
Usually that marketing or SDR is passing unqualified volume to AEs, who then drown in low-probability opportunities. The fix is tightening the SQL bar and the handoff criteria, not sending more raw volume.
Is a rising SQL-to-close rate always good news?
Not necessarily. If SQL volume is falling at the same time, the qualification bar likely got stricter rather than the team getting better at closing. Read conversion and volume together, not conversion alone.