Sales Qualified Lead (SQL) Calculator
Compute SQL volume needed to hit pipeline and revenue targets, using BANT and conversion benchmarks.
MQL vs SQL — The Critical Handoff
An SQL is what happens AFTER an SDR/BDR has qualified an MQL. Qualification typically uses BANT (Budget, Authority, Need, Timeline) or MEDDIC frameworks. The SDR confirms the prospect has budget, is or can influence the decision-maker, has a real need, and is buying within a defined window. Source: Sirius Decisions, MEDDIC framework. Last updated: May 2026.
Typical SQL Conversion Benchmarks 2026
| Segment | SQL → Opp | Opp → Close |
|---|---|---|
| SMB SaaS | 50-70% | 20-35% |
| Mid-market | 40-60% | 15-30% |
| Enterprise | 30-50% | 10-25% |
BANT vs MEDDIC Qualification
BANT: Simple — Budget, Authority, Need, Timeline. Works for SMB and mid-market. MEDDIC: More rigorous — Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion. Best for enterprise. Most teams use BANT for early-stage qualification, then add MEDDIC layers for larger deals.
How to Improve SQL → Opp Conversion
(1) Demo quality — train AEs to discovery before product. (2) Mutual action plan — explicit next steps documented in every meeting. (3) Multi-threading — identify additional decision-makers early. (4) Champion development — empower internal advocates to sell on your behalf. (5) ROI documentation — build calculator or worksheet specific to prospect's situation.
Frequently Asked Questions
What is an SQL?
Sales Qualified Lead — an MQL that has been vetted by sales (SDR/BDR or AE) and confirmed to have budget, authority, need, and buying timeline. SQL is the milestone where a lead transitions from marketing's ownership to sales' ownership.
How is BANT different from MEDDIC?
BANT (Budget, Authority, Need, Timeline) is simpler — useful for SMB and mid-market. MEDDIC adds Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion — better for complex enterprise sales with multiple stakeholders.
What is a healthy SQL load per AE?
15-25 SQLs per AE per month is typical. Above 25, AEs become reactive (chasing every meeting, low conversion). Below 15, AEs become passive (over-thinking each deal, low velocity). Right-size by hiring or adjusting MQL definition.
Who owns SQL conversion?
Joint sales-marketing responsibility. SDR/BDR owns the MQL-to-SQL handoff (qualifying the lead correctly). AE owns SQL-to-opportunity-to-close. Misalignment between SDR scoring and AE acceptance signals broken handoff — needs marketing-sales SLA.
What happens to SQLs that don't convert to opportunities?
They go back to the nurture stream (marketing's responsibility). Common reasons SQLs disqualify: not real budget, wrong fit, wrong timing. Healthy programs recycle 30-50% of SQLs back to nurture — many become real opportunities 3-12 months later.
Should SDRs be paid on SQLs or opportunities?
Opportunities, with SQL as the gating metric. Pure SQL pay incentivizes volume over quality (SDRs game the qualification criteria). Opportunity-based pay aligns SDR incentive with downstream sales success. Most modern teams pay 25% SQL + 75% opportunity to balance the metric games.