How does your B2B funnel
compare to the benchmark?

The median B2B win rate is 17–21%, down 13.5% year-on-year according to Fullcast/Pavilion 2026 data. Top-performing organisations achieve 30–37%. SaaS SMB win rates tend to be higher (30–40%) while Enterprise deals sit lower (20–25%). ICP misalignment is the biggest drag on win rates, reducing them by up to 75%.

A healthy MQL-to-SQL conversion rate sits between 16–20% for general B2B, with optimised funnels reaching 30%+. SaaS companies targeting SMB and mid-market typically see 25–42%, while Enterprise-focused motions convert at 20–31%. If your rate is below 16%, your MQL definition may be too loose or your SDR follow-up process needs tightening.

Best-in-class NRR is 100%+ — meaning your existing customer base is growing even before new logos. Enterprise SaaS targets 110–120%, mid-market 100–111%, and SMB 95–102%. NRR below 100% means your base is shrinking — you’re filling a leaky bucket. Expansion revenue now accounts for 40% of new ARR at companies above $15M ARR.

B2B sales cycles vary dramatically by segment. SMB deals typically close in 30–90 days, mid-market in 90–180 days, and Enterprise in 180–365 days. Won deals close in an average of 115 days, while lost deals consume 225 days — nearly double. FinTech cycles tend to run 30–60 days longer due to compliance and procurement requirements.

The median CAC payback period is 15–20 months for B2B SaaS, with the typical S&M spend running at $2.00 per $1.00 of new ARR. FinTech companies often see longer payback (14–24 months) due to higher compliance and sales costs. If your payback exceeds 24 months, your unit economics need urgent attention.

The 95-5 Rule, coined by the LinkedIn B2B Institute, states that 95% of B2B buyers are NOT in-market at any given time. Only 5% are actively looking to buy. This means brand building is essential to be top-of-mind when buyers enter the market. Yet most B2B budgets allocate 70% to demand generation and only 30% to brand — the inverse of what the data suggests.

Select your industry (General B2B, SaaS, or FinTech) and company segment (SMB, Mid-Market, or Enterprise). Enter your conversion rates across 12 key metrics spanning Demand Generation, Pipeline, Revenue, and Retention. Provide your business email to unlock a personalised RAG (Red/Amber/Green) scorecard with actionable tips for every metric below benchmark. All data is sourced from published research by McKinsey, Gartner, LinkedIn, Fullcast/Pavilion, ChartMogul, Benchmarkit, HubSpot, and First Page Sage.

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