How Do Pharma Companies Track MQL → SQL Conversion?
Build a compliant, closed-loop funnel that turns MQLs into sales-ready SQLs. Standardize lead definitions, instrument every handoff, and prove impact from campaign to opportunity across brands, regions, and therapeutic areas.
Pharma tracks MQL → SQL by agreeing on funnel definitions with Sales and MLR, scoring behavior + fit (HCP role, account type, content depth), and time-stamping the handoff in MAP/CRM. Use programmatic SLAs for speed-to-lead, disposition codes for feedback, and multi-touch attribution to link campaigns to created opportunities.
What Matters in MQL → SQL for Pharma?
mql_datetime, sql_datetime, owner, and disposition_reason.The Pharma MQL → SQL Operating Playbook
Stand up a consistent, auditable funnel across brands and geos—without slowing MLR review or field execution.
Define → Score → Route → Engage → Qualify → Attribute → Improve
- Define funnel stages: Capture MQL/SQL criteria, compliant field values, and persona nuances (HCP specialty, payer role).
- Design fit + intent scoring: Fit (NPI/role, organization type, territory) + intent (high-value pages, event attendance, form depth).
- Route with SLAs: Territory rules, queue routing, and alerts. Track speed-to-first-touch and reassignment.
- Enable sales context: Send last touch, content consumed, care setting signals (hospital vs. clinic) right into the CRM record.
- Qualify consistently: Use required fields for SQL (need, authority, timing) and standardized disposition reasons when rejecting.
- Attribute outcomes: Align campaign IDs across MAP/CRM, use position-based or data-driven models; report by brand and segment.
- Improve quarterly: Analyze reject patterns, recalibrate scores, refresh content offers, and re-train teams.
MQL → SQL Governance Matrix (Pharma)
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Stage Definitions | Inconsistent by brand | Enterprise SLAs with controlled values & audit | RevOps / Compliance | Audit Pass Rate |
| Scoring Model | Generic lead score | Persona- & segment-specific fit + intent | Marketing Ops | MQL → SQL % |
| Routing & SLAs | Manual assignment | Auto-route with time-based escalations | Sales Ops | Speed-to-First-Touch |
| Qualification Data | Free-text notes | Required picklists & disposition reasons | Field Sales | Reject Rate (by reason) |
| Attribution | Last click only | Multi-touch linked across MAP/CRM | Analytics | Pipeline Influenced |
| Reporting | Static dashboards | Segmented views (brand, region, provider/payer) | RevOps | SQL Win Rate |
Client Snapshot: 34% Faster MQL → SQL in 90 Days
A global pharma brand unified MQL/SQL definitions across two CRMs and three MAPs. By enforcing SLAs, adding reject reasons, and rolling scores to the account, they cut time-to-SQL by 34% and increased qualified pipeline by 22%.
Treat the funnel as a regulated product: instrument every touch, keep data tidy, and make the Sales handoff unmistakable. Then iterate with real disposition feedback.
Frequently Asked Questions on MQL → SQL
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