The best sales and marketing teams work in sync. When marketing knows what a good-fit lead looks like and drives the right visitors, and sales follows up quickly while sharing feedback, both teams can improve and stay accountable.
If you want to improve your visibility into MQL & SQL generation and conversion, here are some suggested sets of reports for a Marketing → Sales dashboard in HubSpot, organized by what each side of the funnel needs to see:
Marketing: Generating MQLs
- New Contacts by Source — Traffic/lead source breakdown (organic, paid, email, social, referral) so you know which channels are actually feeding the funnel.
- MQL Volume Over Time — Trend line of contacts hitting MQL, by week/month, ideally segmented by source or campaign.
- Lead-to-MQL Conversion Rate — % of new contacts that become MQLs. Flags whether top-of-funnel quality is improving or declining.
- MQLs by Campaign — Which specific campaigns (email, ads, content offers) are driving MQL creation, so budget can shift toward what works.
- Marketing Contact Lifecycle Funnel — Standard HubSpot funnel report showing volume drop-off at each lifecycle stage (Subscriber → Lead → MQL → SQL).
- Form/Landing Page Conversion Rates — Submission rates on key forms/pages feeding the MQL pipeline.
Handoff: Marketing → Sales
- MQL-to-SQL Conversion Rate — % of MQLs that sales actually accepts as sales-qualified. This is the critical alignment metric — low numbers usually mean a lead quality or definition problem.
- Average Time in Stage (MQL → SQL → Opportunity) — Velocity report showing how long leads sit before sales engages or advances them. Slow handoff = leaking pipeline.
- MQLs by Owner/Rejected Reason — If you're tracking disqualification reasons, this shows patterns (bad fit, bad timing, bad data) that marketing can act on.
Sales: Closing Leads
- Deal Funnel by Stage — Standard HubSpot deal pipeline report showing volume and $ value at each stage.
- SQL-to-Opportunity and Opportunity-to-Closed-Won Rates — Core conversion metrics for sales efficiency.
- Win Rate by Lead Source / Original Source — Ties revenue back to marketing channel — arguably the most important report for proving marketing ROI.
- Average Deal Cycle Length — Time from SQL/opportunity creation to closed-won, to spot bottlenecks in sales process.
- Revenue (Closed Won) by Original Source/Campaign — Full-loop attribution; shows which marketing efforts actually generate revenue, not just leads.
- Sales Rep Performance (Deals Closed, Win Rate, Avg Deal Size) — Standard rep-level accountability view.
Executive Summary Tile
Management and the C-Suite will want to know if we're getting leads and closing deals, but they don't want to get lost in the details. We recommend having an "Executive Summary" tile at the top of the report that can give your Execs the KPIs they need without having to search for it.
- Total MQLs (period) → SQLs → Opportunities → Closed Won, shown as a single funnel with conversion % at each step, plus $ revenue attributed.
A few notes on setup:
- Make sure your lifecycle stage definitions (MQL, SQL) are clean and consistently applied — otherwise these reports will lie to you.
- Use Original Source (not "latest touch") for attribution reports if you want true top-of-funnel credit.
- Most of these are single-object reports (contacts or deals) in HubSpot's custom report builder; the funnel/lifecycle ones use the built-in Funnel report type.