B2B SaaS funnel benchmarks

Where does your funnel actually leak?

Put your numbers in, set each stage to what you're hitting today, and see what moving one stage to top-performer level does to your closed-won count. The biggest jump is your bottleneck.

Leads in → deals won. Set each stage to your current level.
Lead → MQL30% of 25–35% → 150
MQL → SQL36% of 32–40% → 54
SQL → opportunity47.5% of 40–55% → 25.7
Opportunity → won22.5% of 20–25% → 5.8
Deals won / mo5.8New revenue / mo$29,000= the all-average baseline
Traffic in → qualified pipeline out, and what each lead costs you.
Visitor → lead3.5% of 2–5% → 350
Lead → MQL30% of 25–35% → 105
Leads / mo350MQLs / mo105Cost per MQL$29= the all-average baseline
AutomationA/B testingLead scoringSegmentation— the levers that move these toggles
Each tier is one point read off a published range — Low = the bottom of the typical band, Average = its midpoint, Top = the top-performer midpoint (Numriq 2026; full ranges and other panels below) · everything runs in your browser — nothing is sent anywhere

12+ sourced datasets · every number links to its source · updated July 2026

Behind the numbers

The benchmarks the calculator runs on.

Typical vs top performers for every stage, with the source on every number. Open what you need.

Sales-assist funnel — lead to closed-won 5 stages · by company size
Typical Top performers
Visitor → lead2–5%8–15%Lead → MQL25–35%45–60%MQL → SQL32–40%55–70%SQL → opportunity40–55%65–80%Opportunity → won20–25%30–40%
Bar length = range midpoint

Every band above is from Numriq 2026 — the one panel publishing both typical and top-performer columns for all five stages, and the source the calculator runs on.

Below is a second, independent panel. The Digital Bloom 2025 cuts by company size rather than typical vs top, so its numbers answer a different question and won't line up with the bands above. Where two panels disagree we show both rather than pick the flattering one — the spread is the point.

TransitionSMB / mid-marketEnterpriseTop performersSource
Visitor → lead1.4%0.7%—The Digital Bloom 2025
Lead → MQL41%39%—The Digital Bloom 2025
MQL → SQL39%31%40% (ent. SaaS)The Digital Bloom 2025 · Implisit via Geckoboard
SQL → opportunity42%36%—The Digital Bloom 2025
Win rate30–40%20–25%45%+ SMB elite · 30%+ entThe Digital Bloom 2025
Sales cycle~40–84 days170+ days46–75 days optimalImplisit via Geckoboard · The Digital Bloom 2025
Directional check for 2024–26 planning: win rates are down ~18% and cycles up ~16% vs 2022 across 4.2M opportunities (Ebsta/Pavilion 2024) — grade yourself against the current environment, not 2021's.
Self-serve / PLG path signup · activation · free-to-paid
TransitionBenchmarkTop performersSource
Visitor → free signup4–6%12% (freemium median)OpenView 2022 · ProductLed
Signup → activation34–37%41.6% (sales-assisted)Userpilot 2024 · Product Fruits
Free → paid9% avg24% (<$1K ACV) · 25–39% PQL-drivenProductLed
Free→paid is bimodal — roughly a fifth of products convert under 2.5% and a quarter convert over 25% (ChartMogul). If you're near the 9% "average," you're actually between two very different populations.
Cold outbound success · connect · meetings
Average Top performers
Overall success rate2–3%6–10%+Dial → connect5.4%13.3%Conversation → meeting4.6%16.7%
Top quartile ≈ 3–4× average at every stage
MetricBenchmarkTop performersSource
Overall success rate2–3%6–10%+ZoomInfo
Dial → connect5.4%13.3% (top quartile)Gong — 300M+ calls
Conversation → meeting4.6%16.7% (top quartile)Gong — 300M+ calls
Cold email response5.1%15–20%Lunas (Belkins 2024)
A top-quartile rep connects on 1 in 8 dials and books 1 meeting per 6 conversations — nearly 4× the average on both stages. The gap is rep skill and list quality, not the channel.
Channel economics pipeline share vs revenue share
Share of pipeline Share of revenue
Partner / referral10%31%Organic inbound31%29%Outbound42%28%Paid13%10%Events4%2%
4.2M opportunities · 530 companies
Lead source → MQL→SQLRateChannelPipelineRevenueVelocity
Website inbound31.3%Partner / referral10%31%3.8x
Referrals24.7%Organic inbound31%29%3.6x
Webinars17.8%Outbound42%28%3.4x
Events4.2%Paid13%10%1.2x
Email campaigns0.9%Events4%2%0.3x

Left: Implisit via Geckoboard (citing Salesforce) · Right: Ebsta/Pavilion 2024

Partner/referral returns 3× its pipeline share in revenue — the most under-used channel in the data. Paid is the only channel returning less than it takes.
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